Exploring the Rise of Fandom in Contemporary Consumer Culture (Advances in Marketing, Customer Relationship Management, and E-Services)

This title is an IGI Global Core Reference for 2019 as it is one of the best-selling reference books within the Business and Management subject area since 2017. This publication analyzes the business and psychology of fandom in companies, sports, celebrities, and virtual realities. With contributions from leading researchers from the United States, China, the United Kingdom, and more, this publication is ideal for business managers, academicians, students, professionals, and researchers. 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.