Handbook of Research on the Impact of Fandom in Society and Consumerism

Handbook of Research on the Impact of Fandom in Society and Consumerism

Noted as an IGI Global Core Reference Title in Business & Management for 2019.

Cheng Lu Wang (University of New Haven, USA)
Release Date: October, 2019|Copyright: © 2020 |Pages: 605
ISBN13: 9781799810483|ISBN10: 1799810488|EISBN13: 9781799810490|DOI: 10.4018/978-1-7998-1048-3


Fans of specific sports teams, television 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 their 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.

The Handbook of Research on the Impact of Fandom in Society and Consumerism is an essential reference source that examines the cultural and economic effects of the fandom phenomenon through a multidisciplinary lens and shapes an understanding of the impact of fandom on brand building. Featuring coverage on a wide range of topics such as religiosity, cosplay, and event marketing, this publication is ideally designed for marketers, managers, advertisers, brand managers, consumer behavior analysts, product developers, psychologists, entertainment managers, event coordinators, political scientists, anthropologists, academicians, researchers, and students seeking current studies on the global impact of this particularly devoted community.

Topics Covered

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

  • Brand Building
  • Cosplay
  • Economic Values
  • Event Marketing
  • Political Campaigns
  • Pop Culture
  • Psychological Phenomena
  • Religiosity
  • Social Media
  • Sports Management

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Cheng Lu Wang is Professor and Chair in the Department of Marketing and Quantitative Analysis, College of Business, University of New Haven, USA. His research interests include consumer behavior and marketing in China. Dr. Wang is the editor of Handbook of Contemporary of Marketing in China: Theories and Practices and editor-in-chief of International Journal of Consumer Research. His publications have appeared in numerous marketing journals, including Journal of Business Research, Journal of Consumer Psychology, Psychology & Marketing, Industrial Marketing Management, International Business Review, International Marketing Review, and European Journal of Marketing, among others.