Exploring The Dimensions And Impact Of Consumer Fanaticism On Brand Loyalty: A Literature Review

Dari Aulia Qital

doi:10.52472/jcm.v1i2.469

Dari Aulia Qital Politeknik Ilmu Pemasyarakatan

DOI: https://doi.org/10.52472/jcm.v1i2.469

Keywords: Consumer Fanaticism, Brand Loyalty, Marketing Strategies, Literature Review, Brand Management

Abstract

This literature review explores the multifaceted nature of consumer fanaticism, its antecedents, and its impact on brand loyalty and marketing strategies. By synthesizing insights from five key studies on consumer fanaticism, this research develops a comprehensive framework for understanding how fanaticism influences consumer behavior and brand management. The findings highlight the dual nature of consumer fanaticism, offering practical implications for marketers aiming to leverage or mitigate its effects

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