BRAND FANS

Opis produktu

Combining the latest branding research with a diverse range of powerful case examples this book reveals the cutting edge techniques of value cocreation personalisation and customer engagement employed by sports 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 braChapter 1 Introduction Crowdsourcing Brand Equity. Chapter 2 Pitch Partners Customers as Players and Collaborators. Chapter 3 Unlimited Users: The Rise of ConsumerGenerated 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 BrandAaron 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 Australias leading media commentators on communication and branding matters he is also the EditorinChief 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 nonprofit sectors in Canada and AustCombining the latest branding research with a diverse range of powerful case examples this book reveals the cutting edge techniques of value cocreation personalisation and customer engagement employed by sports 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 bra/Reveals the cutting edge branding value cocreation and customer engagement techniques professional sport employs :brHighlights the agile and novel methods used to meet consumer expectation and cultivate unprecedented brand valuebrExplains how the best sporting enterprises have cocreated economic social and symbolic

Wymiary: 344 gr 148 mm 210 mm