consumer fanaticism

Essay by mudogobUniversity, Bachelor'sB+, August 2014

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Consumer Fanaticism

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Consumer fanaticism is one aspect in today's business environment researchers have aimed to evaluate and establish what it really means. Studies undertaken have established that it's an extraordinary devotion towards a specific product of service from certain companies within the market, as Czellar(2003) termed it as a concept to which consumers are able to demonstrate dedication, intimacy and passion, to which is one that goes beyond an ordinary level. Ahuvia (2005) also states that, many consumer fanatics are usually of the idea that all they state in regards to their ideal brands or products are true, tending to ignore any conflicting ideas that would aim to divert their minds from the bands in question. Seminal studies have outlined the activities that many consumer fanatics undertake with inclusion of brand-worshipping which involves; brand cults, brand communities and consumption sub-cultures (Ahuvia, 2005).

This paper will aim to outline the various types of fanatical consumers, the type of appeals that attract them, which industries they are mostly based in with the reasons for choosing them and how marketers have been able to capitalize on this with the implications involved.

Kinds of fanatical consumers

As explained in within the seminal studies, the majority of consumer fanaticism that exists is usually based on the brand-worshippers category (Doran & Michael, 2003). Most brand worshippers engage in brand cults, brand communities and sub-cultures of consumption with others not needing to advertise to get consumers (Ahuvia, 2005). Many of today's brands, that don't require much of advertising have made much use of such, with the fact that their brands have become religious or mini-religious achieving the cult status (Martinich, 2000). Social media can be termed as one platform which has made it possible for such worshipping t take...