Author(s)

Qiu Chen ¹

Affiliation(s)

¹ Liaoning University of International Business and Economics, Dalian, Liaoning, China

Corresponding Author

ABSTRACT

This study examines the multifaceted interactions between brand capital and fan culture, utilizing theoretical frameworks and empirical data to explore how these entities mutually influence and coexist. It reveals strategies brands use to leverage fan enthusiasm and creativity, while acknowledging fans' agency in shaping brand narratives and identities. Adopting a qualitative approach, the research highlights the intricate power dynamics and negotiations between commercial interests and cultural authenticity, as well as the challenges faced by both brands and fans in maintaining fan culture integrity. The findings contribute to scholarly discourse on brand communication, fan culture studies, and cultural sociology, offering insights into evolving brand-consumer relationships in the digital age and implications for effective brand strategies and cultural authenticity preservation within fan communities.

KEYWORDS

CITE THIS PAPER

Qiu Chen, Research on the dynamic convergence of complementarity and symbiosis of brand capital and fan culture. Media and Communication Research (2025) Vol. 6: 24-32. DOI: http://dx.doi.org/10.23977/mediacr.2025.060104.

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