From consumer collectives to brand organisations: an online ethnographic study of the formation of human brand organisations in China
This thesis investigates the formation of human brand organisations within the Chinese context, using Chinese celebrity fans collectives as a starting point and representative examples. Specifically, the research focus on How do Chinese celebrity fans, as consumers of human brands, form their own en...
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| Format: | Thesis (University of Nottingham only) |
| Language: | English |
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2025
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| Online Access: | https://eprints.nottingham.ac.uk/80859/ |