Brand fans: Lessons from the world’s greatest sporting brands

Aaron C.T. Smith; Constantino Stavros; Kate Westberg

doi:10.1007/978-3-319-48854-7

Brand fans: Lessons from the world’s greatest sporting brands

Aaron C.T. Smith
, Constantino Stavros
, Kate Westberg

Research output: Book/Report › Book › peer-review

19 Citations (Scopus)

Abstract

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.

Original language	English
Publisher	Springer
Number of pages	249
ISBN (Electronic)	9783319488547
ISBN (Print)	9783319488530
DOIs	https://doi.org/10.1007/978-3-319-48854-7
Publication status	Published - 1 Jan 2017
Externally published	Yes

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10.1007/978-3-319-48854-7

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Brand fans: Lessons from the world’s greatest sporting brands

Abstract

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