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Brand Fans
Title statement Brand Fans [electronic resource] : Lessons from the World's Greatest Sporting Brands / by Aaron C.T. Smith, Constantino Stavros, Kate Westberg. Publication Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017. Phys.des. X, 249 p. online resource. ISBN 9783319488547 Contents 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. Notes to Availability Přístup pouze pro oprávněné uživatele Another responsib. Stavros, Constantino. Westberg, Kate. Another responsib. SpringerLink (Online service) Subj. Headings Business. * Market research. * Customer relations - Management. * Sports - Economic aspects. Form, Genre elektronické knihy electronic books Country Německo Language angličtina Document kind Electronic books URL Plný text pro studenty a zaměstnance UPOL book
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.
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.
Number of the records: 1