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Keywords: Webtoon-based films
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Journal Articles
Beyond brand loyalty: exploring multi-dimensional fandom in webtoon-based brand extensions
Available to Purchase
Asia Pacific Journal of Marketing and Logistics 1–16.
Published: 18 December 2025
...Jung Eun Kwon Purpose This study aims to explore how different types of fandom, toward the original work, webtoon author and cast, are conceptualized in the context of webtoon-based film adaptations. Framing such adaptations as a form of category extension, the research proposes a fandom typology...
Includes: Supplementary data
