"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"--

Brand choice is the biased, mindful and behavioral tendency which direct consumer’s predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of...

Brand choice is the biased, mindful and behavioural tendency which direct consumer's predisposition toward a brand. Brand choice is a fundamental element for all marketing strategies. Strong brand choice is the founding block for brand loyalty. Brand loyalty is one of the key drivers of top-line...

Provides academics, researchers, and students, as well as marketing and branding managers, a set of insights into why, how, and what companies should do to build, measure, and manage brand relationships