Managing Brand Loyalty as a Social Network |  | Author: Douglas B. Holt
Publisher: Harvard Business School Press
Category: Book
Buy New: $6.95
as of 7/31/2010 02:28 CDT details
Seller: Amazon.com
Sales Rank: 4583392
Format: Download: PDF
Media: Digital
Pages: 26
ASIN: B001GLLQKK
Publication Date: September 15, 2004
Availability: Available for download now
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Product Description
This chapter uses the case of ESPN to describe the three interdependent constituencies of an iconic brand, and the distinctive network model of brand loyalty that holds such brands together.
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