Brand Fans

Lessons from the World's Greatest Sporting Brands
1. Auflage 2017
ISBN: 978-3-319-48853-0
Verlag: Springer International Publishing

Buch, Englisch, 249 Seiten, HC runder Rücken kaschiert, Format (B × H): 153 mm x 216 mm, Gewicht: 4401 g

Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.

Zielgruppe

Research

Autoren/Hrsg.

Smith, Aaron C. T.

Westberg, Kate

Stavros, Constantino

Fachgebiete

• Sozialwissenschaften Sport | Tourismus | Freizeit Sport Sport: Politik, Ökonomie, Ökologie
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Dienstleistungssektor & Branchen Sport- und Freizeitindustrie

Inhaltsverzeichnis

Chapter 1 Introduction – Crowdsourcing Brand Equity.- Chapter 2 Pitch Partners– Customers as Players and Collaborators.- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content.- Chapter 4 Connected Communities– Icons and Tribalism.- Chapter 5 Passionate Partisans– Lifelong Loyalty.- Chapter 6 Dynamic Data– Branding the Digital Drive.- Chapter 7 Enhanced Experiences – Enlisting the Fanatic.- Chapter 8 Conclusion– Future Brand Fans.

Über Autor(innen)

Aaron C.T. Smith is a Professor at RMIT University, Australia. His research investigates psychological, organisational and policy change in business, sport, health, religion and society. Aaron has authored 17 books, over 100 academic articles, and consulted to more than 120 organisations on these issues.

Constantino Stavros is an Associate Professor of Marketing at RMIT University, Australia. One of Australia’s leading media commentators on communication and branding matters, he is also the Editor-in-Chief of Sport, Business and Management: An International Journal. His research interests lie predominantly at the intersection of consumption and technology.

Kate Westberg is an Associate Professor of Marketing at RMIT University, Australia. Her research focuses primarily on the areas of sport marketing and sponsorship, branding, social marketing and behavioural change. Previously, Kate worked in a range of marketing roles in both the commercial and non-profit sectors in Canada and Australia.