Brand Fans

Lessons from the World's Greatest Sporting Brands

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

Free Preview
  • 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 
see more benefits

Buy this book

eBook 101,14 €
price for Spain (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 124,79 €
price for Spain (gross)
  • ISBN 978-3-319-48853-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 124,79 €
price for Spain (gross)
  • ISBN 978-3-319-84032-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
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)

Table of contents (8 chapters)

Buy this book

eBook 101,14 €
price for Spain (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 124,79 €
price for Spain (gross)
  • ISBN 978-3-319-48853-0
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules
Softcover 124,79 €
price for Spain (gross)
  • ISBN 978-3-319-84032-1
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
  • The final prices may differ from the prices shown due to specifics of VAT rules

Services for this book

Loading...

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
Softcover ISBN
978-3-319-84032-1
Edition Number
1
Number of Pages
X, 249
Topics