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What is Brand Fandom

Handbook of Research on the Impact of Fandom in Society and Consumerism
A closely knit community of brand fans, who collectively engage in a consumption sub-culture.
Published in Chapter:
“Thy Kingdom Come, Thy Will Be Done”: Consumer Journey From Brand Romance to Brand Fandom
Abhigyan Sarkar (Institute of Management Technology, Ghaziabad, India) and Juhi Gahlot Sarkar (Institute of Management Technology, Ghaziabad, India)
DOI: 10.4018/978-1-7998-1048-3.ch003
Prior consumer research shows that an individual can emotionally love a brand. The structure of this brand love is similar to interpersonal love. In this context, interpersonal love implies love between two people or a dyadic interpersonal love. People normally urge to maintain interpersonal relationships with several other people in the society by going beyond a dyadic relationship. This chapter investigates how a brand can be the focal point of such community formation where a group of people become closely connected around a focal brand. Such a brand can create brand fandom. The research described in this chapter identifies various factors that contribute to this brand fandom. Brand fandom results in consumers experiencing flow and transcendence, where they experience a temporary sense of separation from the mundane and reach a higher-level experience.
Full Text Chapter Download: US $37.50 Add to Cart
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Brand Fandom Insights: Marketing Themes and Trends From Practitioners
Obsession with a particular star, celebrity, film, TV program, band; also, a community of fans coming together around a specific brand (see Brand Community).
Full Text Chapter Download: US $37.50 Add to Cart
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