THE IMPACT OF ORIGIN ON CREATING A CULT BRAND: THE CASE OF APPLE
This paper introduces the concept of a cult brand for a more accurate understanding of the extreme loyalty that consumers show towards specific brands. The article focuses on the brand Apple and it explores the elements for which it is considered a cult brand and the impact of its origin on sustaini...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Romanian Foundation for Business Intelligence
2014-04-01
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| Series: | SEA: Practical Application of Science |
| Subjects: | |
| Online Access: |
http://seaopenresearch.eu/Journals/articles/SPAS_3_16.pdf
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