Thailand

Arts, Entertainment, Sports & Recreation

Brand Ambassador

Brand Anthropomorphism

Brand Management

Southeast Asia

Fandom Marketing

Marketing

Intellectual Property

Thai entertainment is witnessing a radical shift as mascots move from the merchandise shelf to the center stage as autonomous, revenue-generating stars. Can these characters survive the jump from fandom symbols to self-sustaining commercial entities?

Polcasan Beyond the Star – From Fan Symbol to Independent Commercial Asset

South Korea

Consumer Behavior

East Asia

Parasocial Relationship

Mishell Albores

Gita GAYATRI

K-pop has reshaped global marketing, converting dedicated fandoms into influential brand advocates. How do these relationships impact the brands’ marketing strategies?

Leveraging K-Pop - Should Brands Hire K-Pop Idols as Ambassadors?

Discipline

Region

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