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

"This book includes a collection of articles focusing on the widely-observed fandom phenomenon existing in contemporary consumer culture from multi-discipline perspective. It explores the characteristics fandom and the impact of fandom on any human activities, especially in brand building"--

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,