Titlebook: Brand Fans; Lessons from the Wor Aaron C.T. Smith,Constantino Stavros,Kate Westberg Book 2017 The Editor(s) (if applicable) and The Author(

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Connected Communities: Icons and Tribalism,s. The chapter takes the engaged, co-creating brand fan a step further. It explains how individuals and brands become intertwined through communities built upon ritualistic, tribal practices. Fan communities endure because they merge the iconic identities of sport brands with the vicarious appetites

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Passionate Partisans: Lifelong Loyalty,s create consumption experiences with brand fans that linger as immortal moments of immense value. The chapter examines how sport brands have nurtured new levels of consumer loyalty. It exposes sport’s unique methods for crafting a lifelong link between product and consumption. At the intersection,

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Enhanced Experiences: Enlisting the Fanatic,ntity in a process of social “curation”, a trail of brand fans follows. The chapter delves deeper into the potential for augmenting consumers’ experiences in order to create more meaningful connections. A central lesson revolves around modularised branding, which employs the fluid mobility digital d

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Conclusion: Future Brand Fans,nt, and brands will face the prospect that there will be no single way of structuring value. With the arrival of the “postmobile consumer”, every ‘thing’ has a sensor connection, and everything is online. One outcome is the emergence of a new category of consumer, the “brand epicurean”, characterise

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Aaron C.T. Smith,Constantino Stavros,Kate WestbergReveals 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 cultivat

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