O'Reilly, Kelley; Lancendorfer, Karen M. - In: International Journal of E-Business Research (IJEBR) 9 (2013) 4, pp. 1-15
This case study explores how Falken Tire Corporation (FTC) leveraged motorsports to build brand credibility, and how consumer-based brand equity developed in virtual fan communities via social media marketing. This brand credibility and equity ultimately helped the company to establish powerful...