Handbook of Research on the Impact of Fandom in Society and Consumerism (Advances in Marketing, Customer Relationship Management, and E-services) - Image 1

£170.00

IGI Global Handbook of Research on the Impact of Fandom in Society and Consumerism (Advances in Marketing, Customer Relationship Management, and E-services)

Name: Handbook of Research on the Impact of Fandom in Society and Consumerism (Advances in Marketing, Customer Relationship Management, and E-services)
Brand: IGI Global
Price: 170.0 GBP
Availability: InStock

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Description

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. About the Author 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.

Product Specifications

Brand: IGI Global
Format: hardcover
ASIN: 1799810488
Category: Books > Subjects > Business, Finance & Law > Economics
Domain: Amazon UK
Release Date: 25 October 2019
Listed Since: 16 August 2019

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IGI Global Handbook of Research on the Impact of Fandom in Society and Consumerism (Advances in Marketing, Customer Relationship Management, and E-services)

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