Exploring the rise of fandom in contemporary consumer culture

Exploring the Rise of Fandom in Contemporary Consumer Culture Cheng Lu Wang University of New Haven, USA A volume in the Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series Published in the United States of America by IGI Global Business Science Reference (an imprint of IGI Global) 701 E Chocolate Avenue Hershey PA, USA 17033 Tel: 717-533-8845 Fax: 717-533-8661 E-mail: cust@igi-global.com Web site: http://www.igi-global.com Copyright © 2018 by IGI Global All rights reserved No part of this publication may be reproduced, stored or distributed in any form or by any means, electronic or mechanical, including photocopying, without written permission from the publisher Product or company names used in this set are for identification purposes only Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark Library of Congress Cataloging-in-Publication Data Names: Wang, Chenglu, editor Title: Exploring the rise of fandom in contemporary consumer culture / Cheng Lu Wang, editor Description: Hershey : Business Science Reference, [2017] Identifiers: LCCN 2017015919| ISBN 9781522532200 (hardcover) | ISBN 9781522532217 (ebook) Subjects: LCSH: Brand loyalty | Consumer behavior | Branding (Marketing) Classification: LCC HF5415.32 E97 2017 | DDC 306.3 dc23 LC record available at https://lccn.loc.gov/2017015919 This book is published in the IGI Global book series Advances in Marketing, Customer Relationship Management, and EServices (AMCRMES) (ISSN: 2327-5502; eISSN: 2327-5529) British Cataloguing in Publication Data A Cataloguing in Publication record for this book is available from the British Library All work contributed to this book is new, previously-unpublished material The views expressed in this book are those of the authors, but not necessarily of the publisher For electronic access to this publication, please contact: eresources@igi-global.com. 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Moutinho (Dublin City University, Ireland) Business Science Reference • copyright 2017 • 278pp • H/C (ISBN: 9781522509936) • US $165.00 (our price) 701 East Chocolate Avenue, Hershey, PA 17033, USA Tel: 717-533-8845 x100 • Fax: 717-533-8661 E-Mail: cust@igi-global.com • www.igi-global.com Table of Contents Foreword xiv Preface xvi Acknowledgment xxi Chapter Segmenting Fan Communities: Toward a Taxonomy for Researchers and Industry Nathalie Collins, Edith Cowan University, Australia Jamie Murphy, University of Eastern Finland, Finland Chapter Fans and Brands: Delineating Between Fandoms, Brand Communities, and Brand Publics 18 Breanna M Todd, Western Washington University, USA Catherine A Armstrong Soule, Western Washington University, USA Chapter A Hero Who Never Dies: Steve Jobs in His Fans’ Minds 35 Ruijuan Wu, Tianjin University of Technology, China Cheng Lu Wang, University of New Haven, USA Wei Hao, University of Hartford, USA Chapter The Passion That Unites Us All: The Culture and Consumption of Sports Fans 52 Brandon Mastromartino, The University of Georgia, USA Wen-Hao Winston Chou, The University of Georgia, USA James J Zhang, The University of Georgia, USA Chapter Those Who Rarely Attend Alone: Tribal Sport Fans 71 David P Hedlund, St John’s University, USA Rui Biscaia, Coventry University, UK Maria Carmo Leal, Universidade Europeia, Portugal   Chapter I Love to See Them Lose: Investigating Fan Perceptions and Behaviors Toward Rival Teams 102 Cody T Havard, The University of Memphis, USA Daniel L Wann, Murray State University, USA Timothy D Ryan, The University of Memphis, USA Chapter Building the Force: Enacting Fan Brand Community Through the Star Wars BB-8 Droid Builders Club 126 William F Humphrey Jr., Florida International University, USA Debra A Laverie, Texas Tech University, USA Alison B Shields, Ithaca College, USA Chapter Charging Fandom in the Digital Age: The Rise of Social Media 147 Shuojia Guo, College of Staten Island, USA Chapter Diversity of Fans on Social Media: The Case of Entertainment Celebrity in China 163 Xinming Jia, Zhejiang International Studies University, China Kineta Hung, Hong Kong Baptist University, Hong Kong Ke Zhang, Hong Kong Baptist University, Hong Kong Chapter 10 Brand Pathologies: “Monstrous” Fan Relationships and the Media Brand “Twilight” 185 Margo Buchanan-Oliver, The University of Auckland, New Zealand Hope Jensen Schau, University of Arizona, USA Chapter 11 “Thy Kingdom Come, Thy Will Be Done”: Attaining Divine Transcendence Through Brand Fandom, Evidence From India 201 Abhigyan Sarkar, Institute of Management Technology Ghaziabad, India Juhi Gahlot Sarkar, IBS Hyderabad, India Chapter 12 Working Behind Playing: Tamed Fan Labour and Its Stabilizing Function in the Chinese Mobile Gaming Fan Community 224 Boris Pun Lok Fai, The Chinese University of Hong Kong, Hong Kong  Chapter 13 Living in a Virtual Reality: Anime and Manga Fandom 244 Chengyan Zeng, University of New Haven, USA Compilation of References 254 About the Contributors 291 Index 298 Detailed Table of Contents Foreword xiv Preface xvi Acknowledgment xxi Chapter Segmenting Fan Communities: Toward a Taxonomy for Researchers and Industry Nathalie Collins, Edith Cowan University, Australia Jamie Murphy, University of Eastern Finland, Finland Extending decades of marketing and psychological research, industry and academic circles attempt to label brand community behaviours, borrowing analogies from subcultures such as religion (evangelists), slang (mavens, haters), technology and science fiction (fanboys), and other sciences (alpha, opinion leaders) Although sometimes used as generic terms, upon examination via an integrative literature review, these and other such commonly used fandom and brand community member labels, can define the spectrum of brand fandom in a specific way—through narrative, metaphor and cross-cultural labelling Such labelling is happening already; this chapter parses out the meaning of one label from another into a proposed folk taxonomy, or classification system developed by those steeped in the culture This segmentation enables theoretical research into specific fan types and possible opinion leaders, along with industry recommendations for approaching each segment based on the behavioural characteristic inherent in both the historic and common usage of the word Chapter Fans and Brands: Delineating Between Fandoms, Brand Communities, and Brand Publics 18 Breanna M Todd, Western Washington University, USA Catherine A Armstrong Soule, Western Washington University, USA Although fandom has a rich history within pop culture, it is difficult to know when fandom was formed and what constitutes a fandom In this chapter the authors define fandom and its related activities, as well as delineate it from the similar fan-brand communities of brand communities and brand publics A typology for fan-brand communities is presented with two dimensions: 1) motivation for engagement and 2) social status and relationship type This typology can help guide researchers, brands, and marketers in effectively managing different subcultures of fans This chapter may be used as a starting point for further understanding of fan-brand community-based relationships    Chapter A Hero Who Never Dies: Steve Jobs in His Fans’ Minds 35 Ruijuan Wu, Tianjin University of Technology, China Cheng Lu Wang, University of New Haven, USA Wei Hao, University of Hartford, USA This chapter examines how consumers become Steve Jobs’ fans and how they establish psychological bond with Steve Jobs as a means to understand the general fandom phenomenon The authors adopted the Psychological Continuum Model (PCM) to formulate five research questions and conducted a content analysis of web reviews based on two Steve Jobs’ fans online communities Results demonstrated that (1) most fans began to know Jobs either through the use of Apple products or the exposure of mass media about Jobs and his biography; (2) what fascinated fans most about Jobs was his thoughts and ideas that “change the world”; (3) in the minds of his fans, Jobs was regarded as the greatest man or superhuman and revered as a legendary hero who inspired lots of people in the world; (4) many fans perceived Jobs as the icon of Apple products and, to them, Jobs was Apple and Apple was Jobs As such, while many fans considered them both Apple fans and Jobs fans, significant numbers of fans were only devotees of Jobs but not Apple brand; and (5) for many fans, they actually devoted themselves to Jobs not to Apple, and they would not consider Apple products the same as Jobs’ Apple While some fans continued to support Apple as the heritage that Jobs left for his successor, others had lost their faith, loyalty and commitment to Apple in the post-Jobs era Chapter The Passion That Unites Us All: The Culture and Consumption of Sports Fans 52 Brandon Mastromartino, The University of Georgia, USA Wen-Hao Winston Chou, The University of Georgia, USA James J Zhang, The University of Georgia, USA Sports fans are individuals who are interested in and follow a sport, team, and/or athlete These fans reinforce their identity as a fan by engaging in supportive and repetitive consumption behaviors that relate to the sport or team they are so passionate about This chapter will provide an overview of the history and cultural heritage of sports fandom, discuss the significance and functions of fandom, underline what motivates individuals to consume sports, examine the consequences and results of fandom, and highlight contemporary research and developmental trends This chapter will allow for a good understanding of where research on sports fandom is headed and the important issues affecting sports fans Chapter Those Who Rarely Attend Alone: Tribal Sport Fans 71 David P Hedlund, St John’s University, USA Rui Biscaia, Coventry University, UK Maria Carmo Leal, Universidade Europeia, Portugal Sport fans rarely 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Seeking in Entertainment In J Bryant & P Vorderer (Eds.), Psychology of Entertainment (pp 367-387) Mahwah, NJ: Lawrence Erlbaum Associates Publishers Zwaan, K., & Duffett, M (2016) New directions in music fan studies: Editorial introduction Journal of the International Association for the Study of Popular Music, 6(1), 1–6 290 291 About the Contributors Cheng Lu Wang, Ph.D., is Professor and Chairman of the Department of Marketing and Quantitative Analysis at the University of New Haven Dr Wang’s research interests include consumer behavior, branding and international marketing 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, Journal of Consumer Marketing and Young Consumers Dr Wang’s has over 60 scholarly publications appeared in Journal of Consumer Psychology, Psychology & Marketing, Journal of Business Research, Journal of Consumer Affairs, Journal of Global Business, International Business Review, International Marketing Review, European Journal of Marketing, Management International Review, Journal of Business Ethics and Industrial Marketing Management, among others His paper exploring the different mechanism between Guanxi and Western relationship marketing concept is listed among the top 10 most-cited articles published in Industrial Marketing Management *** Rui Biscaia, Ph.D., is a Senior Lecturer of Sport Marketing in the School of Marketing and Management at Coventry University in the United Kingdom Dr Biscaia has been a Research Fellow of the North American Society for Sport Management since 2016, and he received an honourable mention in 2015 from the Portuguese Olympic Committee and the Millennium BCP Foundation His research interests include sport brand management, sport consumer behavior, and sport sponsorship He has conducted projects with researchers from Portugal, Spain, Estonia, Brazil, United States, Japan, and New Zealand Dr Biscaia’s work has appeared in journals such as Journal of Sport Management, European Sport Management Quarterly, Sport Management Review, International Journal of Sports Marketing & Sponsorship, Sport Marketing Quarterly, International Journal of Sports Management and Marketing, Event Management, International Journal of Clinical and Health Psychology, among others He has also co-authored two books and edited one He is a member of the editorial advisory and review board for Sport, Business, and Management: An International Journal Dr Biscaia is also a research member of CIPER (Portugal), associated member of IHC (Portugal) and Research Associate of SPRINZ (New Zealand)  About the Contributors Margo Buchanan-Oliver, Ph.D., is Professor and Head of the Department of Marketing, and a Director of the Centre of Digital Enterprise [CODE] at The University of Auckland Her current research focuses on socio-cultural perceptions of digital technologies, the politics of the body, and the semiotics of representation She has published in leading marketing journals and is a frequent peer reviewer Wen-Hao Winston Chou is a doctoral student in Sport Management at the University of Georgia, where his research involves in sport marketing and consumer behavior Before receiving his master’s degree in Sport and Fitness Administration at the University of Houston, he had served as an advertising and marketing director for dozens of major brands in Taiwan for a decade Besides writing academic articles and presenting at conferences, he publishes his sports columns weekly in the United Daily News Nathalie Collins is the Manager of Strategic Business Development at Edith Cowan University in Western Australia She is also an Adjunct Senior Lecturer and Researcher in the School of Business and Law Nathalie has been a marketing researcher and practitioner for decades and has worked in various industries including education, hospitality, retail, biotech, mining, adult entertainment, children’s entertainment and more Her key area of interest in Authenticity in a business context, but she is also interested in the religious fervor of consumer products More about Nathalie can be found on theinfinitegame.org - her research blog Shuojia (Nancy) Guo is an assistant professor at College of Staten Island - City University of New York Her research interests include digital marketing, service and product innovation, marketing of hightechnology products, social influences and social consequences of consumer behaviors Her research has appeared in various conference proceedings and journals such as International Journal of Business Environment, Information Systems, Export Systems Andy Hao is Associate Professor of Marketing at the University of Hartford, where he teaches Introduction to Marketing, International Marketing, Marketing Research and Marketing management His research has appeared in European Journal of Marketing, Journal of Marketing Theory and Practice, Journal of Consumer Marketing and among others His current research interests include international marketing, branding, e-marketing and social media, and marketing strategy Cody T Havard, Ph.D., is Associate Professor of Sport Commerce and the Coordinator of Research in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis He is currently the Director of the Bureau of Sport and Leisure Commerce at The University of Memphis Dr Havard researches the rivalry phenomenon in sport, and developed the first scale to measure fan perceptions of rival teams, the Sport Rivalry Fan Perception Scale He also developed the phenomenon Glory Out of Reflected Failure and validated a scale to measure the fan outcome He is the founder and managing editor of www.sportrivalry.com, which provides historical and current research on rivalry in sport Dr Havard was named the 2015 Emerging Scholar in Sports Marketing by the Sport and Special Event SIG of the American Marketing Association He organizes and hosts the online Forum on Sport Rivalry that features US and global academics researching the rivalry phenomenon Dr Havard has published more than 20 articles in journals such as Sport Management Review, Journal of Sport Manage- 292 About the Contributors ment, Sport Marketing Quarterly, and Journal of Sport Behavior, and his work has been featured in the Wall Street Journal and the book The Secret Lives of Sports Fans: The Science of Sports Obsession He serves on the editorial boards for Journal of Amateur Sport and Journal of Applied Sport Management He has worked with organizations such as the United States Olympic Committee, United States Tennis Section – Texas Section, FedEx St Jude Classic, and the National Association of Collegiate Marketing Administrators David P Hedlund, Ph.D., is an Assistant Professor in the Division of Sport Management at St John’s University in New York, New York Dr Hedlund has more than twenty years of domestic and international experience in sport, coaching, business and education His areas of sport expertise and research include management, marketing, consumer behavior, sponsorship, branding, entrepreneurship, coaching and analytics Dr Hedlund’s research has been published in European Sport Management Quarterly, International Journal of Sport Management, The Physical Educator, and books published by Routledge and Human Kinetics Since 2014, Dr Hedlund has been a Research Associate of SPRINZ (New Zealand), and he has also been an invited reviewer for sport and business journals, including the Journal of Brand Management, Journal of Sport Management, Sport Management Review, Sport Marketing Quarterly, International Journal of Sport Marketing and Sponsorship, International Sport Coaching Journal Dr Hedlund also acts as a sports analytics consultant for sport, business and entrepreneurial ventures, including speaking to sport organizations around the world about sports analytics and research He is co-director of the St John’s University Sports Analytics (SJUSA) seminar William F Humphrey Jr., is an Assistant Professor of Marketing at Florida International University, where he teaches a number of courses, including topics in the digital marketing-focused Masters of Science in Marketing program He was named the 2011 Mobile Marketing Academic of the Year by the Mobile Marketing Association and is Texas Business Hall of Fame Scholar (2013) He is the coauthor of the book Fostering Brand Community Through Social Media, and he has published in the Journal of Research in Interactive Marketing, Journal for the Advancement of Marketing Education, and the International Journal of Mobile Marketing His industry expertise includes the travel (cruise) and financial services industry, and his research interests include digital marketing, social media, brand community, marketing education, and online constructed identities Kineta Hung, Ph.D., is Professor and Head of the Department of Communication Studies, Hong Kong Baptist University Her research interests include celebrity endorsement, managing national images, communication engagement, international advertising, and advertising and branding in China Dr Hung has been cited in the International Journal of Advertising as among the top 25 advertising researchers in the world Her works have appeared in Journal of Marketing, Journal of Advertising, Journal of International Business Studies, Journal of Advertising Research, Journal of Retailing and Journal of International Marketing Dr Hung serves on the Editorial Boards of the Journal of Advertising (JA) and the International Journal of Advertising (IJA) She is also guest editor of the International Journal of Strategic Communication Xinming Jia, Ph.D., is Associate Professor at the International Business School, Zhejiang International Studies University, Hangzhou, China Dr Jia’s research interests include celebrity endorsement, fans’ motives and behaviors, social media marketing, applied statistics and econometrics Dr Jia has over 293 About the Contributors 30 scholarly publications appearing in Journal of Management Science in China, Chinese Journal of Management, and Application of Statistics and Management in China, among others Dr Jia’s research had been funded by the Chinese Ministry of Education and other government research institutes Michael Jindra, Ph.D., is a cultural anthropologist and research scholar in the Center for Social Concerns at the University of Notre Dame (USA) He focuses broadly on how culture influences social activity and outcomes His research program currently centers on the relationship and tension between subcultural diversity and economic inequality and includes conducting research on how nonprofit organizations help the poor He has published in numerous journals and co-edited the volume Funerals in Africa His forthcoming book is on the clash between lifestyle diversity and economic equality Debra A Laverie, Ph.D., is the Alumni Professor and the Minnie Stevens Piper Professor which is awarded for unusual dedication to teaching Dr Laverie joined the marketing faculty in 1995, upon the completion her doctoral program at Arizona State University Her M.B.A is from the University of Notre Dame and her undergraduate degree from Saint Mary’s College She has served Texas Tech as the Director of the Teaching, Learning, Technology Center In the Rawls College of Business, she has served as the Area Coordinator of Marketing and the Senior Associate Dean Dr Laverie’s research explores the role of consumption in everyday activities, branding, macro issues in marketing, sports marketing and the scholarship of teaching and learning Her research has been published in the Journal of Consumer Research, Journal of Retailing, Marketing Education Review, Journal of Marketing Education, Journal of Public Policy and Marketing, Journal of Macromarketing, and Journal of Consumer Behavior as well as others She is a coauthor on the book Fostering Brand Community Through Social Media She has been awarded The Chancellor’s Distinguished Teaching Award, the Academy of Marketing Science Outstanding Teacher Award, and the President’s Excellence in Teaching Award, and has been recognized as Texas Tech Integrated Scholar Maria Carmo Leal, Ph.D., is a Senior Lecturer and Coordinator of the Marketing Programs at Universidade Europeia (Lisbon-Portugal) (Laureate International Universities Group) Since 2008 she has been an investigator at Marketing FutureCast Lab, the first European lab for the prospection and study of Marketing Trends Carmo Leal’s work has been published in journals such as the Journal of Marketing Education, Qualitative Market Research, and Journal of Euromarketing and Marketing Intelligence & Planning Her research interests include sport brand management, tribal behavior, sport sponsorship and social marketing She has also conducted several studies on the economic impact of sports such as “Evaluation of the impact of major sporting events in Lisbon | 2014-15” for the Lisbon City Council She is a member of the BRU- Business Research Unit (UNIDE-IUL) Brandon Mastromartino is a doctoral student in Sport Management at the University of Georgia His research areas include consumer behavior, sports marketing, and sports fan psychology Brandon’s previous education includes obtaining a Master of Science in Sport Management from the University of Georgia and a Bachelor of Arts in Media and Communications from the University of Western Ontario Brandon has presented at numerous academic conferences and most recently completed a research study on the identity formation of National Hockey League fans in the United States Sunbelt region 294 About the Contributors Jamie Murphy is an Adjunct Professor with the University of Eastern Finland His background includes European Marketing Manager for PowerBar and Greg Lemond Bicycles, Lead Academic for the Google Online Marketing Challenge, and a PhD from Florida State University Professor Murphy’s industry and academic experience spans continents and includes hundreds of academic publications and presentations, as well as dozens of New York Times and Wall Street Journal stories His research focus includes MOOCs, robots and the effective use of the Internet for citizens, businesses and governments Boris L F Pun is a Ph.D candidate in the School of Journalism and Communication at the Chinese University of Hong Kong His research interests mainly relate to popular culture and subcultural studies, especially in Animation, Comic and Game (ACG) He is also interested in the issue of cultural identity, cultural industries and policy, and the globalization and transculturation in ACG Timothy D Ryan, Ph.D., is Associate Professor of Sport Commerce in the Kemmons Wilson School of Hospitality and Resort Management at The University of Memphis He has researched quality of work, rivalry outcomes, swimming participation, state and local sponsorship participation, and sport rivalry He has published over 20 articles in scholarly journals such as Sport Management Review and Sport Marketing Quarterly Dr Ryan has worked with professional organizations on multiple occasions conducting quantitative research, including USA Swimming, Tennessee Secondary School Athletic Association, Landers Center, and the National Collegiate Athletics Association His work with the NCAA was a funded project to address student-athlete workforce readiness Within the classroom, Dr Ryan has integrated this research into strategic planning initiatives Additionally, within his Strategic Management class, outside groups will present current issues worth addressing in their organization This includes growing spectator attendance, dealing with ticket distribution, addressing new competition entering a marketplace, and ticketing solutions Abhigyan Sarkar completed his Ph.D in Branding area from ICFAI University Dehradun in India in 2012 At present he is working as Assistant Professor of Marketing at Institute of Management Technology Ghaziabad, India (AACSB accredited) His research interests include consumer-brand relationship, brand love and brand sacralization Articles authored by him have appeared in reputed international journals like Journal of Brand Management, Journal of Product and Brand Management, Journal of Customer Behavior, The Marketing Review, Journal of Financial Services Marketing, Qualitative Market Research: An International Journal, Journal of Travel and Tourism Marketing, Asia Pacific Journal of Marketing and Logistics, Marketing Intelligence and Planning, Society and Business Review, and Young Consumers He served as ad-hoc reviewer for journals like Qualitative Market Research: An International Journal, International Journal of Hospitality Management, Management Research Review, Journal of Consumer Marketing, International Journal of Emerging Markets, Journal of Asia Business Studies and Journal of Customer Behavior Juhi Gahlot Sarkar is a Doctoral Student pursuing her PhD in Marketing area at IBS Hyderabad (a constituent of IFHE University) in India She completed her MBA from IBS Hyderabad (a constituent of IFHE University) in 2011 She earned work experiences with reputed multi-national companies like Infosys Technologies limited and HDFC Standard Life Insurance Her research interests include consumer-brand relationship, brand sacralization and hospitality management Articles authored by her have appeared in international journals of repute like Marketing Intelligence and Planning, Qualita295 About the Contributors tive Market Research: An International Journal, Society and Business Review, Young Consumers, The Marketing Review, and Asia Pacific Journal of Marketing and Logistics She served as ad-hoc reviewer for Journal of Product and Brand Management Hope Jensen Schau, Ph.D., is Professor of Marketing and the Eller Chair of Marketing at the Eller College of Management, University of Arizona She earned her PhD from the University of California, Irvine Her research focuses on the impact of technology on marketplace relationships, branding, identity-salient consumption practices, and collaborative consumption She has published in the Journal of Consumer Research, the Journal of Marketing, the Journal of Retailing, the Journal of Advertising, and the Journal of Macromarketing Alison B Shields, Ph.D., is an Assistant Professor of Marketing at Ithaca College where she teaches a wide variety of classes including Consumer Behavior, Brand Management and Marketing Management Dr Shields earned her PhD from Kent State University in 2013 Her research interests include consumer behavior, branding, nostalgia and social media usage and her work has been published in journals such as Psychology & Marketing and The Journal of Consumer Behaviour Catherine A Armstrong Soule is an Assistant Professor in the department of Finance and Marketing in the College of Business and Economics at Western Washington University She received her PhD in Consumer Behavior from the University of Oregon Dr Armstrong Soule’s main research interests are in consumer protections, sustainability and marketing, social media and behavioral pricing Her work has been published in the Journal of Advertising, the Journal of Marketing Management and the Journal of Behavioral and Experimental Economics She teaches courses in branding, consumer behavior, psychology and pricing, integrated marketing communications and principles of marketing Breanna Todd is a senior at Western Washington University She has received her associates of arts and is now working towards a specialized bachelor’s degree titled Branding with an Emphasis in Fan Culture Daniel L Wann, Ph.D., is Professor of Psychology at Murray State University and a member of the Executive Board of Directors for the National Alliance for Youth Sports Dr Wann has been studying the psychology of sport fans and spectators since the mid-1980s, with a particular interest in fan identification (i.e., a fan’s psychological connection to a team), spectator violence, and the actions of parents as spectators at youth sporting events Professor Wann has published two books (Sport Psychology, Prentice Hall, 1997; Sport Fans: The Psychology and Social Impact of Spectators, Routledge, 2001), over 150 journal articles and book chapters, and given over 100 conference presentations on the topic of sport fans and parental involvement in sport Dr Wann has received numerous awards for his teaching, research, and service including the Murray State University Alumni Association Distinguished Professor Award, the Murray State University College of Humanities and Fine Arts Outstanding Researcher Award (twice), the Murray State University Alumni Foundation Distinguished Researcher Award, the Dale Pease Award for Contributions to the Study of Fan Behavior, the Murray State University Board of Regents Award for Teaching Excellence, and he is a multiple recipient of the Murray State University Department of Psychology Psi Chi Teacher of the Year Award 296 About the Contributors Ruijuan Wu, Ph.D., is Associate Professor at Tianjin University of Technology Dr Wuʼs research is primarily on consumer behavior Dr Wu is the author of The Study of Active Consumption Behavior (Science Press, 2015) Her work has appeared in the Journal of Marketing Science, European Journal of Marketing, Nankai Business Review, Management Review, China Soft Science, Journal of Management Science, and a number of peer-reviewed journals Chengyan Zeng, MBA, graduated at the University of New Haven Mr Zeng is the member of Beta Gamma Sigma Mr Zeng finished his B.Eng in South China University of Technology in China (Top 30 in China), majoring in Software Engineering Mr Zeng’s research interests include Fandom in Anime and Manga Mr Zeng worked in Qingdao Beer distributors as the Manager in Human Resource department and Transportation department for years James J Zhang, PhD., is a Professor of Sport Management at the University of Georgia His primary research interests are applied measurement and/or applied studies examining sport consumer behavior He has also studied sport leadership with a focus on formal and informal leadership associated with athletic program management To date, he has authored or co-authored five books, 30 book chapters, and over 140 research manuscripts and delivered over 300 research presentations at international and national conferences Dr Zhang has received prestigious recognitions as Fellow of the National Academy of Kinesiology, Fellow of NASSM, Dr Earle F Zeigler Lecture Award (i.e., the highest honor of NASSM), Fellow of the Sport Marketing Association, J B Nash Scholar from AAHPERD, Career Center Recognition Award at the University of Georgia, the University of Florida Research Foundation Professorship, Honor Award by the International Olympic Committee for voluntarily serving at the 2008 Beijing Olympic Games, Measurement and Evaluation Council Honor Award of the AAHPERD, Southern District Scholar of the AAHPERD, Teaching and Research Excellence Awards at the University of Houston, and most importantly, and Oriental Scholar and Honorary Dean of the College of Sport Economics and Management at the Shanghai University of Sport Ke Zhang is Ph.D student at the Department of Communication Studies, Hong Kong Baptist University Her research interests include consumer behavior, celebrity endorsement and branding She finished her MA study in Global Media at Karlstad University, Sweden She has worked as a journalist, advertising planner and university teaching staff prior to assuming her PhD studies 297 298 Index 3-D printing 126-127, 130-132, 137, 146 A affinity 129, 141, 156, 169, 210, 224, 231-239, 243 Alpha Users 3, 5, 17 anime 244-253 B BB-8 126-127, 129-143, 146 brand 1-12, 18-19, 24-32, 34-41, 51, 59-62, 64-65, 7374, 78-79, 89, 91, 101, 126-130, 133-143, 146, 156-159, 162-165, 184-195, 200-219, 222-223 brand attachment 11, 36, 39, 51 brand community 1, 7-9, 11-12, 19, 25, 27-31, 37-38, 51, 64-65, 126-130, 133-135, 137-138, 140-143, 146, 156-157, 165, 189, 202, 205, 213-215, 218 brand cult 36, 38, 51 brand ethnocentrism 51, 201, 210-211, 215, 222 brand evangelists 25, 36, 51 brand fandom 1, 3, 51, 156, 201-202, 204-207, 212215, 217-219, 222-223 brand hero 201, 213-215 brand identification 135-136, 142 brand public 19, 24, 26-27, 29-32, 34 brand religiosity 205, 212-214, 217-218, 223 Brandom 156, 162 builder 126-127, 130, 132-133, 139-140, 142-143, 146 C celebrity endorsement 8, 164, 184, 236 celebrity engagement 176, 180, 184 celebrity worship 165-166, 175, 180 co-consumption 74-75, 79-80, 89, 91, 101 co-creation 20, 74-75, 79, 89, 91, 101, 129, 142-143 community 1-4, 6-9, 11-12, 17-19, 21-32, 34, 36-38, 40-41, 51, 54, 58-59, 61-62, 64-65, 71-76, 79-80,   82-84, 90-91, 93, 101, 126-143, 146-147, 149-151, 154-159, 162-166, 178-179, 189, 191, 194, 200, 202, 205, 213-218, 222, 224-239, 246 consumer behaviors 55, 60 Consumer Religiosity 17 consumption groups 72, 101 content analysis 35, 37, 40, 46 cosplay 20, 22-23, 128-129, 139, 245, 250, 252 D droid 126, 129-131, 133, 135, 139-140, 142-143, 146 droid builders 126, 129, 140, 143 E engagement 6, 11, 18-19, 24, 27, 29, 59, 133, 137, 152, 155-156, 159, 168-169, 176, 180, 184, 188-189, 191, 215 E-sport 64, 225, 243 F face 2, 77, 82, 131, 152-153, 171, 193-194, 201-202, 209, 223, 229, 238, 243-244 Face Saving 201, 209, 223 fan 1-6, 11, 17-24, 27-32, 36, 38-41, 44, 46-48, 51-66, 70-83, 87, 89-93, 102-104, 106-119, 125-130, 132136, 138-143, 146-159, 162-180, 185-186, 188195, 214, 224-239, 243-246, 248-249, 252-253 Fan Anonymous Aggression 102, 125 fan behavior 3-4, 63, 71, 103-104, 107-109, 113-117, 119, 125, 142 fan brand community 126-130, 133-135, 140, 143, 146 fan community 2, 4, 6, 27, 36, 41, 58-59, 64-65, 73, 76, 126-127, 129-130, 132, 134, 136, 139-143, 147, 150-151, 166, 178, 224-239 fan culture 38, 56, 147-148, 151, 154, 156, 162-164, 226 fan identification 60-61, 125, 149, 158, 162 Index fan labour 224, 226-230, 232, 236-239, 243 fan practice 150-152, 162, 226-227, 243 fanatic 36, 51, 128, 164, 175, 245-247 Fanboys 1, 3, 5, 9, 17 fandom 1, 3, 5, 10-11, 18-25, 27-32, 34-39, 48, 51-66, 80-81, 87, 89-93, 104, 119, 128-129, 135, 138139, 141-143, 147-159, 162, 164-167, 169, 171, 173, 176, 178, 180, 185-186, 188-189, 191, 195, 201-202, 204-207, 212-215, 217-219, 222-223, 226-231, 243-248, 250-251, 253 fanfic 244-245, 252 Fanvid 252 filial piety 201, 208-209, 218, 223 Flow Consumption Experience 223 Flow experience 215 folk taxonomy 1, 3-5, 10-11, 17 franchise 126-130, 132-138, 140-143, 146 franchise stewards 127-128, 135-136, 143, 146 fujoshi 244, 249, 252 M G P gaming 224-233, 236, 238-239, 243 geographic sense of community 71, 75-76, 82-84, 93, 101 Glory Out of Reflected Failure (GORFing) 104, 108, 114, 125 Greater China Region 228-229, 243 parasocial interaction 165 Para-Social Relationship 184 participatory culture 152-153, 155, 159, 162, 226-227 pathology 187-188 Prosumer 243 psychological sense of community 75-76, 101 H Q Haters 1, 3, 5, 9-10, 17, 213 Hero Worship 36, 51 husbando 244, 248-249, 253 Quasi-Religious Characters 51 I relationship 2, 9, 18-20, 27-29, 31, 56, 58, 60, 63-64, 72-73, 76-78, 80-81, 89-91, 101-102, 104, 106, 109, 112, 115-117, 125, 134, 142-143, 150, 152, 154, 157, 164-166, 179, 184-185, 187, 189-195, 201, 203-208, 210, 215-219, 238, 244-245 rivalry 9, 71, 77-78, 82-84, 93, 101, 103-104, 106-108, 111, 116-119, 125 Roadshow 165, 184 romantic brand love 201, 203-205, 208, 210-211, 217-218 romantic multi-brand love 203, 212, 219, 223 identity 25-26, 29, 36-38, 46, 52, 54-55, 58-59, 61, 65, 70, 74, 76, 103-104, 117, 119, 125, 135, 139-143, 149-152, 176, 186, 213-214, 227, 234-236, 243 identity salience 139-141 idolization 163-165, 168-170, 173, 176, 179-180, 184 in-group bias 118-119, 125 L live streaming 225-235, 238-239, 243 Lucasfilm Ltd 128-130, 133, 135, 139, 141-143, 146 mainstream 5-6, 21, 152-153, 159, 162, 227 maker 129-130, 135, 138, 141-143, 146 maker community 129, 142 manga 244-253 Mavens 1, 3-5, 7, 17 media brand 185-187, 189, 191-192, 194-195, 200 motivation 18, 25, 27, 29, 56-57, 150, 154, 203, 211 N narrative 1, 20, 22-23, 28, 31, 34, 130, 185-187, 191, 193, 195 O obsession 6-7, 9, 150, 188, 190-191, 200 otaku 244, 248-249, 253 R S sacred brand 36, 51 299 Index schadenfreude 102, 104, 108, 111-112, 114-118, 125 segmentation 1, 3, 74 sense of community 26, 62, 71, 73-76, 79-80, 82-84, 90-91, 93, 101, 155, 205 single brand devotion 201, 203-205, 211-213, 217, 219, 223 Social Identity Theory (SIT) 125 social media 2, 8-10, 21-27, 31, 41, 43, 48, 60, 63, 65, 75, 81, 126-127, 134-138, 141-142, 147-149, 151-159, 162-165, 171, 178-179, 184, 236, 245 social recognition 71, 76-77, 82-84, 90, 93, 101 socialization 38, 40, 54-55, 70, 73, 154 Socialization Agent 70 Socio-Cultural Values 186, 200 socioeconomic status 57, 70 sponsorship 53, 141, 224-225, 230 sport fans 53-60, 62-65, 71-80, 82, 87, 90-92, 102-104, 106-108, 110, 117 Sport Rivalry 106, 117, 119, 125 Sport Rivalry Fan Perception Scale (SRFPS) 106, 125 Sport Spectator Identification Scale (SSIS) 125 Sport spectators 53, 70 sports fans 38, 52-53, 55, 57, 62, 66, 70-72, 74-75, 77, 89-92, 149 Sports marketing 70 Sports Spectators 70 Star Wars 21-22, 24, 126-130, 134-136, 138-143, 146 star-gazing 166, 170, 175, 184 status 9, 18, 21, 25, 27, 29-32, 34, 46, 56-57, 65, 70, 76, 79, 81, 136, 148, 151, 164, 173-174, 187, 204, 209, 212-213, 223, 232, 238, 246 Steve Jobs 32, 35-37, 39-41, 43-48 300 T Tamed Labour Fans 224-231, 233-239, 243 team identification 65, 102-104, 107-110, 112, 114119, 125 Theming 250, 253 Transcendental Brand Experience 215-216, 223 transgression 187, 193-194, 200 tribal fans 71, 77-80, 90-91, 101 Tribal Symbols 92, 101 tribalism 12, 71 Twilight 185-195, 200 typology 18-19, 24, 27, 31-32, 203 U user-generated content 163-164, 184 V Vampires 194, 200 W waifu 244, 248-249, 253 Wallace Chung 163, 165-167, 170, 173, 179, 184 weeaboo 244, 248-249, 253 Weibo 163-167, 170-176, 178-179, 184 ... facilitation of fan roles Consequently, there is a blurring in the lines between fandom producers and consumers in the participatory fandom In her examining the underlying reasons that explain the impact... self-expression The role of brand-hero is also important in the formation of brand fandom, as brand hero can inspire consumers and bind them together to work for common interest of the brand Brand fandom. .. functions in the fan community, especially in terms of relieving fans’ resistance against the game companies and consolidating the fan community by revealing their affinity for their fan Using the