Brand Fans: Lessons from the World's Greatest Sporting Brands - Softcover

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

Softcover

ISBN 10: 3319840320 ISBN 13: 9783319840321

Verlag: Palgrave Macmillan, 2018

Inhaltsangabe

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.

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Über die Autorin bzw. den Autor

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.

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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.

Details zur Ausgabe

• Verlag: Palgrave Macmillan
• Erscheinungsdatum: 2018
• Sprache: Englisch
• ISBN 10: 3319840320
• ISBN 13: 9783319840321
• Einband: Taschenbuch
• Anzahl der Seiten: 260
• Kontakt zum Hersteller: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Deutschland