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Brand fans = lessons from the world'...

Smith, Aaron C.T.

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Brand fans = lessons from the world's greatest sporting brands /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand fans/ by Aaron C.T. Smith, Constantino Stavros, Kate Westberg.
Reminder of title:	lessons from the world's greatest sporting brands /
Author:	Smith, Aaron C.T.
other author:	Stavros, Constantino.
Published:	Cham :Springer International Publishing : : 2017.,
Description:	x, 249 p. :ill., digital ;24 cm.
[NT 15003449]:	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.
Contained By:	Springer eBooks
Subject:	Brand loyalty - Case studies. -
Online resource:	http://dx.doi.org/10.1007/978-3-319-48854-7
ISBN:	9783319488547

Brand fans = lessons from the world's greatest sporting brands /
Smith, Aaron C.T.

Brand fanslessons from the world's greatest sporting brands /[electronic resource] :by Aaron C.T. Smith, Constantino Stavros, Kate Westberg. - Cham :Springer International Publishing :2017. - x, 249 p. :ill., digital ;24 cm.

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.

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.

ISBN: 9783319488547

Standard No.: 10.1007/978-3-319-48854-7doiSubjects--Topical Terms:

3220215
Brand loyalty
--Case studies.

LC Class. No.: HF5415.1255 / .S65 2017

Dewey Class. No.: 658.827

Brand fans = lessons from the world's greatest sporting brands /
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100 1 $a Smith, Aaron C.T. $3 2194614
245 1 0 $a Brand fans $h [electronic resource] : $b lessons from the world's greatest sporting brands / $c by Aaron C.T. Smith, Constantino Stavros, Kate Westberg.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2017.
300 $a x, 249 p. : $b ill., digital ; $c 24 cm.
505 0 $a 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.
520 $a 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.
650 0 $a Brand loyalty $v Case studies. $3 3220215
650 0 $a Branding (Marketing) $3 625366
650 1 4 $a Business and Management. $2 eflch $3 1485455
650 2 4 $a Customer Relationship Management. $3 2186425
650 2 4 $a Market Research/Competitive Intelligence. $3 2162287
650 2 4 $a Sports Economics. $3 2181063
700 1 $a Stavros, Constantino. $3 3220213
700 1 $a Westberg, Kate. $3 3220214
710 2 $a SpringerLink (Online service) $3 836513
773 0 $t Springer eBooks
856 4 0 $u http://dx.doi.org/10.1007/978-3-319-48854-7
950 $a Business and Management (Springer-41169)