Abstract
This chapter delivers the sixth lesson, where sporting brands have relentlessly augmented consumers’ experiences by treating its products as a whole entity in a process of social “curation”, a trail of brand fans follows. The chapter delves deeper into the potential for augmenting consumers’ experiences in order to create more meaningful connections. A central lesson revolves around modularised branding, which employs the fluid mobility digital delivery affords, in order to meet the specialised nuances of consumer preferences. Mobile channels also bolster consumers’ experiences through personalised content. The chapter emphasises that a brand must manage its social hub, as a whole entity, in a process of social “curation”, keeping in mind the consumer “conscience”.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
afr.com. (2016). Manchester City paid $9.75m for Melbourne A-league club: Report. Available at: http://www.afr.com/lifestyle/manchester-citypaid-975m-for-melbourne-aleague-club-report-20150118-12sxwb. Accessed 1 Sept 2016.
Abeza, G., O’Reilly, N., & Reid, I. (2013). Relationship marketing and social media in sport. International Journal of Sport Communication, 6(2), 120–142.
Abosag, I., Roper, S., & Hind, D. (2012). Examining the relationship between brand emotion and brand extension among supporters of professional football clubs. European Journal of Marketing, 46(9), 1233–1251.
Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2005). Social media: Influencing customer satisfaction in B2B sales. Industrial Marketing Management, 29(53), 172–180.
Alonso, A. D., & O’Shea, M. (2012). ‘You only get back what you put in’: Perceptions of professional sport organizations as community anchors. Community Development, 43(5), 656–676.
Anagnostopoulos, C., & Shilbury, D. (2013). Implementing corporate social responsibility in English football: Towards multi-theoretical integration. Business and Management: An International Journal, 3(4), 268–284.
Andzulis, J. M., Panagopoulos, N. G., & Rapp, A. (2012). A review of social media and implications for the sales process. Journal of Personal Selling & Sales Management, 32(3), 305–316.
Babiak, K., & Wolfe, R. (2009). Determinants of corporate social responsibility in professional sport: Internal and external factors. Journal of Sport Management, 23(6), 717–742.
Berthon, P. R., Pitt, L. F., Plangger, K., & Shapiro, D. (2012). Marketing meets Web 2.0, social media, and creative consumers: Implications for international marketing strategy. Business Horizons, 55(3), 261–271.
Biscaia, R., Correia, A., Rosado, A., Maroco, J., & Ross, S. (2012). The effects of emotions on football spectators’ satisfaction and behavioural intentions. European Sport Management Quarterly, 12(3), 227–242.
Blumrodt, J., Bryson, D., & Flanagan, J. (2012). European football teams’ CSR engagement impacts on customer-based brand equity. Journal of Consumer Marketing, 29(7), 482–493.
Blumrodt, J., Desbordes, M., & Bodin, D. (2013). Professional football clubs and corporate social responsibility. Sport, Business and Management: An International Journal, 3(3), 205–225.
Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252–271.
De la Merced, M. J. (2016). U.F.C. sells itself for $4 billion. Available at: http://www.nytimes.com/2016/07/11/business/dealbook/ufc-sells-itself-for-4-billion.html. Accessed 11 July 2016.
Donath, J., & Boyd, D. (2004). Public displays of connection. BT Technology Journal, 22(4), 71–82.
espn.com. (2014). Donald Sterling receives lifetime ban. Available at: http://www.espn.com/los-angeles/nba/story/_/id/10857580/donald-sterling-los-angeles-clippers-owner-receives-life-ban-nba. Accessed 1 Sept 2016.
Eagleman, A. N. (2013). Acceptance, motivations, and usage of social media as a marketing communications tool amongst employees of sport national governing bodies. Sport Management Review, 16(4), 488–497.
Hollebeek, L. (2011). Exploring customer brand engagement: definition and themes. Journal of Strategic Marketing, 19(7), 555–573.
Kaplan, A. M. (2012). If you love something, let it go mobile: Mobile marketing and mobile social media 4x4. Business Horizons, 55(2), 129–139.
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM) How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473–499.
Okazaki, S., & Taylor, C. R. (2013). Social media and international advertising: Theoretical challenges and future directions. International Marketing Review, 30(1), 56–71.
Sashi, C. M. (2012). Customer engagement, buyer-seller relationships, and social media. Management Decision, 50(2), 253–272.
sbnation.com. (2013). NBA fines J.R. Smith $25,000 for hostile tweet to Brandon Jennings. Available at: http://www.sbnation.com/nba/2013/11/15/5109204/jr-smith-fine-twitter-brandon-jennings. Accessed 1 Sept 2016.
Sheng, M. L., & Teo, T. S. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139–146.
Sigfusson, T., & Chetty, S. (2013). Building international entrepreneurial virtual networks in cyberspace. Journal of World Business, 48(2), 260–270.
Sullivan Mort, G., & Weerawardena, J. (2006). Networking capability and international entrepreneurship: How networks function in Australian born global firms. International Marketing Review, 23(5), 549–572.
Tsiotsou, R. H. (2013). Sport team loyalty: Integrating relationship marketing and a hierarchy of effects. Journal of Services Marketing, 27(6), 458–471.
Walker, M., Kaplanidou, K., Gibson, H., Thapa, B., Geldenhuys, S., & Coetzee, W. (2013). Win in Africa, with Africa: Social responsibility, event image, and destination benefits. The case of the 2010 FIFA World Cup in South Africa. Tourism Management, 34, 80–90.
Wimbledon.com. (2016). Facts and figures/FAQ – The championships, Wimbledon. Available at: http://www.wimbledon.com/en_GB/atoz/faq_and_facts_and_figures.html. Accessed 1 Sept 2016.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2017 The Author(s)
About this chapter
Cite this chapter
Smith, A.C.T., Stavros, C., Westberg, K. (2017). Enhanced Experiences: Enlisting the Fanatic. In: Brand Fans. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48854-7_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-48854-7_7
Published:
Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-48853-0
Online ISBN: 978-3-319-48854-7
eBook Packages: Business and ManagementBusiness and Management (R0)