Exploring the Rise of Fandom in Contemporary Consumer Culture

Cheng Lu Wang , Ph.D., is Professor and Chairman of the Department of Marketing and Quantitative Analysis at the University of New Haven. Dr. Wang’s research interests include consumer behavior, branding and internationalmarketing.Dr.Wang has edited two books: 1)Brand Management in Emerging Markets: Theories and Practices(IGI Global, 2014) and 2) Contemporary Marketing in China: Theories and Practices (Nova Science Publishers, Inc., 2011). Dr. Wang also served as the special issue editor for International Marketing Review, Journal of Consumer Behavior, Industrial Marketing Management, Journal of Consumer Marketing and Young Consumers. Dr. Wang’s has over 60 scholarly publications appeared in Journal of Consumer Psychology, Psychology & Marketing, Journal of Business Research, Journal of Consumer Affairs, Journal of Global Business, International Business Review, International Marketing Review, European Journal of Marketing, Management International Review, Journal of Business Ethics and Industrial Marketing Management, among others. His paper exploring the different mechanism between Guanxi and Western relationship marketing concept is listed among the top 10 most-cited articles published in Industrial Marketing Management.