Exploring the Rise of Fandom in Contemporary Consumer Culture

The passion that unites us all : the culture and consumption of sport fans / Brandon Mastromartino, The University of Georgia, Wen-hao Chou, The University of Georgia, James Zhang, The University of Georgia -- The antecedents and consequences of brand fandom in an emerging market : a grounded theory investigation in Indian context / Juhi Sarkar, IBS -- The folksonomy of fandom / Nathalie Collins, Edith Cowan University, Jamie Murphy, Curtin University -- Sport fans, their favorite teams, and their rival teams / Cody Havard, The University of Memphis, Daniel Wann, Murray State University, Timothy Ryan, The University of Memphis -- Building the force : enacting fan brand community through the star wars BB-8 droid builders club / William Humphrey, Jr., Ithaca College, Debra Laverie, Ithaca College, Alison Shields, Ithaca College -- Fans and brands : delineating between fandoms, brand communities, and brand publics / Breanna Todd, Western Washington University, Catherine Armstrong Soule, Western Washington University -- "Thy kingdom come, thy will be done" : attaining divine transcendence through brand fandom, evidence from India : a grounded theory investigation of brand fandom / Abhigyan Sarkar, Institute of Management Technology Ghaziabad, Juhi Sarkar, IBS -- Diversity of fans on social media : the case of entertainment celebrity in China / Xinming Jia, Zhejiang International Studies University, Kineta Hung, Hong Kong Baptist University, Ke Zhang, Hong Kong Baptist University -- Working behind playing : tamed fan labour and its stabilizing function in the Chinese mobile gaming fan community / Lok Fai Pun, the Chinese University of Hong Kong -- Fans and brands : delineating between fandoms, brand communities and brand publics / Breanna Todd, Western Washington University, Catherine Armstrong Soule, Western Washington University -- Anime and manga fandom in business / Chengyan Zeng, University of New haven -- Tribal sport fans / David Hedlund, St. John's University, Rui Biscaia, Coventry University -- Maria leal, universidade europeia