An exploratory investigation of the theorized levels of consumer fanaticism
Abstract
Purpose
The purpose of this paper is to propose a model for the behaviors of consumers engaged in fan activity and test to see if that model simulates the movement of consumers among the proposed levels of fan behaviors.
Design/methodology/approach
Support for the proposed model is examined through the literature, a series of structured interviews with fans are evaluated using first qualitative, then quantitative methodologies for evidence of the hypothesized model.
Findings
The research indicates moderate support for the three‐level model first proposed by Hill et al.
Research/limitations/implications
Given the moderate support found for the model, further research could serve to offer stronger evidence, as well as to examine the extinguishing process by which a fan exits the subculture.
Practical implications
The research identifies members and levels of the fan subculture that marketing professionals should target when offering products and services aimed at those segments.
Originality/value
This paper tests a model which has previously only existed as a theory, utilizing methodologies that integrate qualitative and quantitative research.
Keywords
Citation
Thorne, S. (2011), "An exploratory investigation of the theorized levels of consumer fanaticism", Qualitative Market Research, Vol. 14 No. 2, pp. 160-173. https://doi.org/10.1108/13522751111120675
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited