Description: "This book offers an in-depth discussion on the soaring popularity of fan communities and how these followers serve a larger purpose in a consumer-driven society"--
Brief description: Cheng Lu Wang is Professor and Chair in the Department of Marketing and Quantitative Analysis, College of Business, University of New Haven, USA. His research interests include consumer behavior and marketing in China. Dr. Wang is the editor of Handbook of Contemporary of Marketing in China: Theories and Practices and editor-in-chief of International Journal of Consumer Research . His publications have appeared in numerous marketing journals, including Journal of Business Research, Journal of Consumer Psychology, Psychology & Marketing, Industrial Marketing Management, International Business Review, International Marketing Review, and European Journal of Marketing, among others.