TY - VIDEO ID - 143151682 TI - Fan connectivity and brand transformation : the ultimate fighter championship experience AU - Rein, Irving J. AU - Shields, Ben. PY - 2016 PB - London : Henry Stewart Talks, DB - UniCat KW - Sports spectators KW - Branding (Marketing) KW - Psychology. KW - Ultimate Fighting Championship (Organization) KW - Communication in marketing. KW - Mixed martial arts KW - Sports KW - Psychological aspects. KW - Marketing KW - UFC (Mixed martial arts event) UR - https://www.unicat.be/uniCat?func=search&query=sysid:143151682 AB - The case study describes how the Ultimate Fighter Championship transformed its brand and built a fan base. ER -