Overview
- Reveals the cutting edge branding, value co-creation and customer engagement techniques professional sport employs
- Highlights the agile and novel methods used to meet consumer expectation and cultivate unprecedented brand value
- Explains how the best sporting enterprises have co-created economic, social and symbolic value through intense partnerships with their consumers
Access this book
Tax calculation will be finalised at checkout
Other ways to access
Table of contents (8 chapters)
-
Front Matter
-
Back Matter
Keywords
About this 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.
Authors and Affiliations
About the authors
Aaron 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 Australia’s leading media commentators on communication and branding matters, he is also the Editor-in-Chief 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 non-profit sectors in Canada and Australia.
Bibliographic Information
Book Title: Brand Fans
Book Subtitle: Lessons from the World's Greatest Sporting Brands
Authors: Aaron C.T. Smith, Constantino Stavros, Kate Westberg
DOI: https://doi.org/10.1007/978-3-319-48854-7
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2017
Hardcover ISBN: 978-3-319-48853-0Published: 30 January 2017
Softcover ISBN: 978-3-319-84032-1Published: 03 May 2018
eBook ISBN: 978-3-319-48854-7Published: 20 January 2017
Edition Number: 1
Number of Pages: X, 249
Topics: Customer Relationship Management, Market Research/Competitive Intelligence, Sports Economics