Handbook of Research on the Impact of Fandom in Society and Consumerism (Advances in Marketing, Customer Relationship Management, and E-services):
Summary: The “Handbook of Research on the Impact of Fandom in Society and Consumerism” is a comprehensive reference book that explores the influence of fandom on society and consumer behavior. This handbook covers key topics such as fan communities, brand fandom, celebrity fandom, fan engagement, fan cultures, consumer identity, brand loyalty, and marketing strategies. It provides insights into the role of fandom in shaping consumer attitudes, preferences, and purchasing behavior across different industries and sectors. With contributions from leading scholars and researchers in the field of marketing and consumer behavior, this handbook offers a multidisciplinary perspective on the impact of fandom on society and consumerism. It serves as a valuable resource for academics, practitioners, and students interested in understanding the dynamics of fan culture and its implications for marketing and business practices.
Editors: Patricia Ordóñez de Pablos, Zlatko J. Kovacic, and Robert J. Howlett are among the editors of this handbook. They are esteemed scholars and experts in the fields of marketing, consumer behavior, and e-services.
Publisher: IGI Global
Publication Year: 2019
ISBN-10: 1522552020
ISBN-13: 978-1522552020