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Brand Fans

Lessons from the World's Greatest Sporting Brands

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

Table of contents

  1. Front Matter
    Pages i-x
  2. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 1-23
  3. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 25-55
  4. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 57-87
  5. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 89-124
  6. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 125-160
  7. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 161-189
  8. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 191-222
  9. Aaron C. T. Smith, Constantino Stavros, Kate Westberg
    Pages 223-240
  10. Back Matter
    Pages 241-249

About this book

Introduction

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.

Keywords

sports enterprise value creation customer engagement loyalty competitive advantage technology communication

Authors and affiliations

  • Aaron C.T. Smith
    • 1
  • Constantino Stavros
    • 2
  • Kate Westberg
    • 3
  1. 1.RMIT UniversityMelbourneAustralia
  2. 2.RMIT UniversityMelbourneAustralia
  3. 3.RMIT UniversityMelbourneAustralia

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-319-48854-7
  • Copyright Information The Editor(s) (if applicable) and The Author(s) 2017
  • Publisher Name Palgrave Macmillan, Cham
  • eBook Packages Business and Management
  • Print ISBN 978-3-319-48853-0
  • Online ISBN 978-3-319-48854-7
  • Buy this book on publisher's site
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