Beyond brand loyalty: exploring multi-dimensional fandom in webtoon-based brand extensions

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 and examines how fandom types may shape brand extension outcomes. Design/methodology/approach This study examines 38 webtoon-based theatrical films released in South Korea between 2008 and 2024. Given the limited number of such adaptations, it complements box office analysis with topic modeling of 7,939 consumer reviews, offering exploratory insights into how diverse fandom dynamics shape audience reception and commercial outcomes. Findings The analysis suggests that fandom does not always function as a uniformly positive driver of commercial success. While certain forms of fandom, such as cast-related engagement, may support box office performance, others, particularly those involving strong attachments to the original work or author, can introduce heightened expectations that are difficult to satisfy. These findings highlight the nuanced and sometimes contradictory effects of fandom within cultural content extensions. Originality/value This study introduces a novel conceptual typology of fandom and applies it empirically to cultural brand extensions. By integrating consumer–brand relationship and consumer culture theory perspectives, it contributes to emerging scholarship on fandom and offers a foundation for future theory development in entertainment research.