Exploring the Rise of Fandom in Contemporary Consumer Culture

Exploring the Rise of Fandom in Contemporary Consumer Culture

Cheng Lu Wang (University of New Haven, USA)
Release Date: October, 2017|Copyright: © 2018 |Pages: 300
ISBN13: 9781522532200|ISBN10: 152253220X|EISBN13: 9781522532217|DOI: 10.4018/978-1-5225-3220-0


Every company wants their business to have a strong, loyal following, but achieving this feat can be a challenge. Examining the growth of fandom popularity in modern culture can provide insights into consumer trends and patterns.

Exploring the Rise of Fandom in Contemporary Consumer Culture is an innovative scholarly resource that offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society. Highlighting applicable topics that include brand loyalty, fan perceptions, social media, and virtual realities, this publication is ideal for business managers, academicians, students, professionals, and researchers that are interested in learning more about how fan behavior can impact the economic environment.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Anime Fandoms
  • Brand Communities
  • Brand Loyalty
  • Fan Labor
  • Fan Perceptions
  • Social Media
  • Sports Fans
  • Virtual Realities

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Cheng Lu Wang, Ph.D., is Professor and Chairman of the Department of Marketing and Quantitative Analysis at the University of New Haven. Dr. Wang’s research interests include consumer behavior, branding and internationalmarketing.Dr.Wang has edited two books: 1)Brand Management in Emerging Markets: Theories and Practices(IGI Global, 2014) and 2) Contemporary Marketing in China: Theories and Practices (Nova Science Publishers, Inc., 2011). Dr. Wang also served as the special issue editor for International Marketing Review, Journal of Consumer Behavior, Industrial Marketing Management, Journal of Consumer Marketing and Young Consumers. Dr. Wang’s has over 60 scholarly publications appeared in Journal of Consumer Psychology, Psychology & Marketing, Journal of Business Research, Journal of Consumer Affairs, Journal of Global Business, International Business Review, International Marketing Review, European Journal of Marketing, Management International Review, Journal of Business Ethics and Industrial Marketing Management, among others. His paper exploring the different mechanism between Guanxi and Western relationship marketing concept is listed among the top 10 most-cited articles published in Industrial Marketing Management.