TY - BOOK
T1 - Brand fans
T2 - Lessons from the world’s greatest sporting brands
AU - Smith, Aaron C.T.
AU - Stavros, Constantino
AU - Westberg, Kate
N1 - Publisher Copyright:
© The Editor(s) (if applicable) and The Author(s) 2017.
PY - 2017/1/1
Y1 - 2017/1/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85014688680&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-48854-7
DO - 10.1007/978-3-319-48854-7
M3 - Book
AN - SCOPUS:85014688680
SN - 9783319488530
BT - Brand fans
PB - Springer
ER -