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Brand Fans

Lessons from the World's Greatest Sporting Brands

Authors: Smith, Aaron C.T., Stavros, Constantino, Westberg, Kate

  • 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 
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Buy this book

eBook £73.50
price for United Kingdom (gross)
  • ISBN 978-3-319-48854-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover £92.00
price for United Kingdom (gross)
  • ISBN 978-3-319-48853-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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.

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.

Table of contents (8 chapters)

  • Introduction: Crowdsourcing Brand Equity

    Smith, Aaron C. T. (et al.)

    Pages 1-23

  • Pitch Partners: Customers as Players and Collaborators

    Smith, Aaron C. T. (et al.)

    Pages 25-55

  • Unlimited Users: The Rise of Consumer-Generated Content

    Smith, Aaron C. T. (et al.)

    Pages 57-87

  • Connected Communities: Icons and Tribalism

    Smith, Aaron C. T. (et al.)

    Pages 89-124

  • Passionate Partisans: Lifelong Loyalty

    Smith, Aaron C. T. (et al.)

    Pages 125-160

Buy this book

eBook £73.50
price for United Kingdom (gross)
  • ISBN 978-3-319-48854-7
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover £92.00
price for United Kingdom (gross)
  • ISBN 978-3-319-48853-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Brand Fans
Book Subtitle
Lessons from the World's Greatest Sporting Brands
Authors
Copyright
2017
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s)
eBook ISBN
978-3-319-48854-7
DOI
10.1007/978-3-319-48854-7
Hardcover ISBN
978-3-319-48853-0
Edition Number
1
Number of Pages
X, 249
Topics