An exploratory model of consumer fanaticism: The processes leading to high-end loyalty

Chung-Moya, E, Beverland, M, Farrelly, F and Quester, P 2008, 'An exploratory model of consumer fanaticism: The processes leading to high-end loyalty', in Ms Daniela Spanjaard, Dr. Sara Denize, Dr. Neeru Sharma (ed.) Australia and New Zealand Marketing Academy Conference, Sydney. Australia, 1-3 December, 2008, pp. 1-7.


Document type: Conference Paper
Collection: Conference Papers

Title An exploratory model of consumer fanaticism: The processes leading to high-end loyalty
Author(s) Chung-Moya, E
Beverland, M
Farrelly, F
Quester, P
Year 2008
Conference name Australia and New Zealand Marketing Academy Conference
Conference location Sydney. Australia
Conference dates 1-3 December, 2008
Proceedings title Australia and New Zealand Marketing Academy Conference
Editor(s) Ms Daniela Spanjaard, Dr. Sara Denize, Dr. Neeru Sharma
Publisher University of Western Sydney
Place of publication Australia
Start page 1
End page 7
Total pages 7
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.
Subjects Information Systems not elsewhere classified
Keyword(s) consumer
fanaticism
loyalty
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