Brand Fandom Insights: Marketing Themes and Trends From Practitioners

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Author(s): Melanie B. Richards (East Tennessee State University, USA)and Stephen W. Marshall (East Tennessee State University, USA)
Copyright: 2020
Pages: 24
Source title: Multidisciplinary Perspectives on Media Fandom
Source Author(s)/Editor(s): Robert Andrew Dunn (East Tennessee State University, USA)
DOI: 10.4018/978-1-7998-3323-9.ch019

Keywords: Culture & Population Studies / Information Science Reference / Social Sciences & Humanities / Sociology

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Abstract

The goal of this chapter is to discuss themes and trends, from a marketing practitioner's perspective, regarding the importance of brand fandom and how it is managed in a media-rich environment. With the rise of digital media and the evolving changes in our media ecosystem, fans have the ability to be more engaged with their favorite brands and their respective brand fan communities than ever before. This chapter produces original research with viewpoints from expert practitioners representing multiple “cult” brands, cause brands, and media organizations built to enable and serve fans and their favorite brands.

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Brand Fandom Insights: Marketing Themes and Trends From Practitioners

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