Measuring the brandfan: Exploring a model for predicting the fandom of brands

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2012-05

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Abstract

While the study of consumer brand relationships has been examined across different disciplines such as advertising, marketing, psychology, and sociology, there seems to be a lack of agreement on the constructs that fully explain strong brand relationships. This dissertation seeks to propose a model of social and individual constructs that measure a Brandfan. The Brandfan model explores the process an individual goes through to support salient role-identities by developing strong brand relationships that can be assessed through cognitive, affective, economic, and actionable measures. The Brandfan model examines the influence of identity theory, brand-self identification, attachment, commitment, loyalty, and fandom. An online survey was conducted with supporters of Susan G. Komen for the Cure to test and validate the model.

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Keywords

Brand & company, Customer relations management, Customer loyalty

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