Vliv kontroverzních veřejných názorů autora na spotřebitelské chování fanoušků: případová studie značky Harry Potter

The bachelor’s thesis deals with the impact of author’s controversies on the purchasing behavior of fans of media brands. The aim of the thesis was to assess the influence of controversial public statements by J. K. Rowling on the consumer behavior of the Harry Potter fans. The thesis examines whether negative attitudes toward these controversies are associated with a reduction in the purchase of official products or a shift to alternative forms of consumption, whether this behavior differs according to sociodemographic characteristics, and whether there are differences between Marauders fans and the broader Harry Potter fandom. The research was conducted using a quantitative method through a questionnaire survey, and the data were analyzed using descriptive statistics and nonparametric statistical methods. The results show that negative attitudes toward the controversies are statistically significantly associated with both a reduction in the purchase of official products and a shift to alternative consumption. However, this effect is weakened by a strong emotional attachment to the brand and the ability to separate the work from the author. The most significant differences were found among respondents identifying with the LGBTQ+ community and members of the Marauders subfandom, where the community reinforces value-driven behavior.