Creating and Harnessing Consumer and Cultural Passion Lewis, Michael. creator author. aut http://id.loc.gov/vocabulary/relators/aut SpringerLink (Online service) text sz 2024 1st ed. 2024. monographic eng

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electronic resource

access XIV, 260 p. 22 illus. online resource. The success of modern sports, entertainment, political, and other cultural categories is driven by organizations’ ability to create and manage fandom. This book explores fandom from a marketing perspective providing a multidisciplinary framework for understanding, measuring, and growing fandom. It provides a fandom analytics framework for creating and managing fandom and identifies the macro forces (technology, demographics, etc.) that are changing fandom’s structure and societal role. The book goes beyond understanding the foundations of fandom by demonstrating how marketing tools may be employed to value and manage fandom assets. It is designed for existing and new generations of sports and entertainment professionals, as well as scholars, students, and academics interested in sports and entertainment marketing and analytics. Introduction The Most Important Person in the World -- The Fandom Analytics Framework -- Fandom Foundations: Stories and Narratives -- Fandom Meaning: Community and Identity -- Fandom Measurement: Brand Equity and Customer Equity -- Fandom Extensions: Transference and Sponsorship -- Sports and Entertainment Product Analysis -- Application 1: Fan Insights -- Application 2: Brand Measurement -- Application 3: Fan Lifetime Value -- Application 4: Sponsorship Valuation -- Commentary. by Michael Lewis. Marketing research Business intelligence Audiences Service industries Sports Economic aspects Market Research and Competitive Intelligence Fan and Audience Studies Entertainment Industry Sports Economics HF5415.2-.34 HD38.7 9783031659256 https://doi.org/10.1007/978-3-031-65925-6 https://doi.org/10.1007/978-3-031-65925-6 240831 20251030112924.0 978-3-031-65925-6