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

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. 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. The book features coverage on a wide range of topics, including religiosity, cosplay, and event marketing. "This book 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"-- Provided by publisher Abstract: "This book 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"