Handbook of Research on the Impact of Fandom in Society and Consumerism, 1st Edition

  • Cheng Lu Wang
  • Published By: Business Science Reference
  • ISBN-10: 1799810496
  • ISBN-13: 9781799810490
  • DDC: 658.8
  • 605 Pages | eBook
  • Original Copyright 2020 | Published/Released March 2020
  • This publication's content originally published in print form: 2020

  • Price:  Sign in for price



Fans of specific sports teams, TV series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthusiasm for a particular object or person. Due to strong emotional attachments, members of these fandoms are often quick to voluntarily invest their time, money, and energy into a related product or brand, thereby creating a group of faithful and passionate consumers that play a significant role in multiple domains of contemporary culture. This essential reference source examines cultural and economic effects of the fandom phenomenon through a multidisciplinary lens and shapes an understanding of the impact of fandom on brand building. Topics include religiosity, cosplay, and event marketing. For marketers, managers, advertisers, brand managers, consumer behavior analysts, product developers, psychologists, entertainment managers, event coordinators, political scientists, anthropologists, academicians, researchers, and students.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
List of Contributors.
Table of Contents.
Detailed Table of Contents.
1: Theoretical Foundation and Fandom Characteristics.
2: Who’s Who: Setting a Standard Nomenclature Using a Fan Folksonomy.
3: Understanding Consumer Fandom: Literature Review and Conceptual Framework.
4: “Thy Kingdom Come, Thy Will Be Done”: Consumer Journey from Brand Romance to Brand Fandom.
5: Brands, Fans, and Exchanges: Differentiating Between Fandoms, Transactional and Social Brand Communities, and Brand Publics.
6: We Have Faith in Apple: Brand Worship Among Apple Fans.
7: Celebrity Fans in China: Motives, Characteristics, and Marketing Impacts.
8: Just a Group of Oil Ladies: The Fandom Phenomena of Essential Oil Users.
9: Sport Fan Consumption: Contemporary Research and Emerging Trends.
10: Friendship to Kinship: Evaluating the Role of Consumer Brand Engagement to Promote Brand Evangelism.
11: Return of Fandom in the Digital Age with the Rise of Social Media.
12: Theorizing Less Visible Forms of Fandom: Practices, Assemblages, Liquidity, and Other Directions.
13: Fandom as an Art Form: Artists Who Adopt Fan Behavior as Representational and Political Strategies.
14: Application in Human Behavior and Consumption.
15: Involvement, Hedonism, and Luxury: Managing Fans in the Music Industry.
16: When Science Fiction Meets Reality: The History, Fandoms, and Logistics of Atlanta's Dragon Con™.
17: Sci-Fi Fandoms in the Digital Age: Star Trek, Star Wars, and Doctor Who Fandoms and Social Media.
18: Classifying Sport Consumers: From Casual to Tribal Fans.
19: Fan Culture in the Digital Age: Online Football Fan Forums as the Virtual Extensions of Football Terraces.
20: What Makes a Fan a Fan? The Connection Between Steve Jobs and Apple Fandom.
21: Follow Me! How Internet Celebrities in China (Wanghong) Attract and Influence Their Chinese Fans.
22: Paid to Play: The Gamers, Game Streaming, and Advertising in Chinese Mobile Game Fan Communities.
23: The Dark Side of Brand-Fan Relationships: Lessons from Twilight and Fifty Shades.
24: Pokémon Fandom as a Religion: Construction of Identity and Cultural Consumption in Hong Kong.
25: Anime and Manga Fandom in the 21st Century: A Close-Up View.
26: Anime Fans as Dramatists: Plotlines That Describe Japanese Animation’s Potential in Public Schools.
Compilation of References.
About the Contributors.