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Cited by 1,027

The DOI matches its Crossref record.

Religiosity in the Abandoned Apple Newton Brand Community

Muñiz Jr., Albert M., Schau, Hope Jensen·2005·Journal of Consumer Research
DOI 10.1086/426607
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Abstract

This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and its beliefs. These motifs also reflect and facilitate the many transformative and emancipatory aspects of consuming this brand. Our findings reveal important properties of brand communities and, at a deeper level, speak to the communal nature of religion and the enduring human need for religious affiliation.

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Metadata

Authors
Muñiz Jr., A. M., & Schau, H. J.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
2005-03
Volume
31
Issue
4
Pages
737-747
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/426607
OpenAlex
W2027883876
Cited by
1,027
References
0
FWCI
136.06
Type
journal article
Language
en
Open access
closed

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

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.