The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
The Cult of Macintosh
Abstract
In this study, we introduce the notion of a brand cult in an effort to better understand the extreme devotion consumers have toward certain brands. We use historical images plus interviews and observations with current Macintosh computer users to explore the cultic quasi‐religious aspects of this consumption. We find several key sustaining myths, including a creation myth, a messianic myth, a satanic myth, and a resurrection myth. The accompanying video offers an account of what it means when a brand becomes a religion to its true believers.
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Cites
Consumers and Their Brands: Developing Relationship Theory in Consumer Research
Fournier, S. (1998) · Journal of Consumer Research · doi:10.1086/209515 · Cited by 7,542
Muniz, A. M., & O'Guinn, T. C. (2001) · Journal of Consumer Research · doi:10.1086/319618 · Cited by 3,998
Cited by
Belk, R. (2010) · Journal of Consumer Research · doi:10.1086/612649 · Cited by 1,379
Self-citationBrand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty
Thompson, S. A., & Sinha, R. K. (2008) · Journal of Marketing · doi:10.1509/jmkg.72.6.065 · Cited by 420
The effects of religion on consumer behavior: A conceptual framework and research agenda
Mathras, D., Cohen, A. B., Mandel, N., & Mick, D. G. (2016) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2015.08.001 · Cited by 399
Reichelt, J., Sievert, J., & Jacob, F. (2014) · Journal of Marketing Communications · doi:10.1080/13527266.2013.797758 · Cited by 262
Environmentally significant behavior in the home
Stern, P. C. (2008) · The Cambridge Handbook of Psychology and Economic Behaviour · doi:10.1017/cbo9780511490118.015 · Cited by 50
Metadata
- Authors
- Belk, R., & Tumbat, G.
- Venue
- Consumption Markets & Culture
- Publisher
- Informa UK Limited
- Published
- 2005-09
- Volume
- 8
- Issue
- 3
- Pages
- 205-217
- ISSN
- 1025-3866 (ISSN-L)
- 1477-223X
- OpenAlex
- W2064778451
- Cited by
- 362
- References
- 2
- FWCI
- 68.67
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
