The Cult of Macintosh

Authors: Belk, Russell; Tumbat, Gülnur

Source: Consumption, Markets and Culture, Volume 8, Number 3, September 2005 , pp. 205-217(13)

Publisher: Routledge, part of the Taylor & Francis Group

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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.

Keywords: Brand Cult; Brand Loyalty; Brand Community

Document Type: Research article

DOI: 10.1080/10253860500160403

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