Brand Fans Lessons from the World's Greatest Sporting Brands |
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| Author:
| Smith, Aaron C. T.
Stavros, Constantino
Westberg, Kate |
| ISBN: | 978-3-319-48854-7 |
| Publication Date: | Jan 2017 |
| Publisher: | Palgrave Macmillan
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| Book Format: | Ebook |
| List Price: | Price to be announced contact
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Book Description:
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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...
More Description
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.