03162nam 22006015 450 991016301080332120240724100331.09783319488547331948854610.1007/978-3-319-48854-7(CKB)3710000001033183(DE-He213)978-3-319-48854-7(MiAaPQ)EBC4790237(PPN)222237198(Perlego)3496712(EXLCZ)99371000000103318320170120d2017 u| 0engurnn|008mamaatxtrdacontentcrdamediacrrdacarrierBrand Fans Lessons from the World's Greatest Sporting Brands /by Aaron C.T. Smith, Constantino Stavros, Kate Westberg1st ed. 2017.Cham :Springer International Publishing :Imprint: Palgrave Macmillan,2017.1 online resource (X, 249 p.) 9783319488530 3319488538 Includes bibliographical references at the end of each chapters and index.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.Customer relationsManagementMarketing researchBusiness intelligenceSportsEconomic aspectsCustomer Relationship ManagementMarket Research and Competitive IntelligenceSports EconomicsCustomer relationsManagement.Marketing research.Business intelligence.SportsEconomic aspects.Customer Relationship Management.Market Research and Competitive Intelligence.Sports Economics.658.812Smith Aaron C.Tauthttp://id.loc.gov/vocabulary/relators/aut918921Stavros Constantinoauthttp://id.loc.gov/vocabulary/relators/autWestberg Kateauthttp://id.loc.gov/vocabulary/relators/autBOOK9910163010803321Brand Fans2060930UNINA