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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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Bibliographic Details
Main Author:	Lu, Yifan
Format:	Thesis (University of Nottingham only)
Language:	English
Published:	2025
Subjects:	consumer collectives; brand organisations; fan collectives; brand community; fan organisations
Online Access:	https://eprints.nottingham.ac.uk/80859/

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