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|Title:||An exploratory model of consumer fanaticism: the processes leading to high-end loyalty|
|Citation:||Australia & New Zealand Marketing Academy Conference (ANZMAC), 2008 : Marketing: Shifting the focus from mainstream to offbeat / D. Spanjaard, S. Denize and N. Sharma (eds.)|
|Conference Name:||Australia and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W)|
|Emily Chung, Michael Beverland, Francis Farrelly and Pascale Quester|
|Abstract:||This paper explores the transitions that lead consumers to extraordinary loyalty beyond the mainstream levels (conceptualised as ‘consumer fanaticism’). Research was based on in-depth interviews with six highly loyal consumers, which showed that consumers usually progress through three key transitions to result in the state of fanaticism (e.g. from awareness to attraction, to loyalty, and to fanaticism). The processes involved in the transition include the experience(s) of gratification and the discovery of a perfect fit, and immersion. The immersion process was found to involve the formation of love-like attachment that drives continual engagements in attachment-sustaining activities, and propelled by consumers’ inability to exert control over such behaviours, resulting in fanaticism.|
|Appears in Collections:||Business School publications|
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