Exploring the Rise of Fandom in Contemporary Consumer Culture

by Cheng Lu Wang (Author)

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

About the Author
Cheng Lu Wang, Ph.D., is Professor and Chairman of the Department of Marketing and Quantitative Analysis at the University of New Haven. Dr. Wangs 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,