P/M/437. Rock bands and their fans: a brand-consumer relationship

The paper examines the Rock industry of today analysing the band-fan relationship as a form of relationship between consumers and brands, and focusing on the case study of a contemporary rock band ËMuse. A literature review covers the theories of consumer behaviour, relationship marketing, brand communities, business environment in the music industry, self-identity of rock artists, etc. The research uses the Netnographic method based on the Internet communications combining primary data (online posts, interviews) and secondary data analysis. Conclusions are made about the trends in the consuming behaviour of rock bands followers.