Journal of Consumer Behaviour

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Volume 18 Issue 2 (March 2019), Pages 75-176

Individual celebration of pop music icons: A study of music fans relationships with their object of fandom and associated practices (pages 109-119)

Abstract This paper seeks to identify kinds of relationships fans who celebrate their passion individually might have with their music icons and focuses on a better understanding of the content of these relationship (how these fans interact with their music icon and valuable consumption practices associated). It relies on recent works considering fandom as an intensely personal phenomenon that can occur in the absence of a group or social context. The theoretical background builds on subcultures studies, consumption practices related, and the attachment consumers can develop with celebrities or teams. Through a qualitative study with popular music fans who live their passion independently of any community or subculture, findings underline that some fans can intentionally gravitate more toward an individualized (rather than a collective) celebration of his or her object of fandom and that may result in various consumption practices. Also, this research highlights that being a fan does not necessary involve heavy celebrity worship, both terms being indeed not interchangeable, but can end up by valuable practices for both fans and their object of fandom.

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