THE IMPACT OF ORIGIN ON CREATING A CULT BRAND: THE CASE OF APPLE

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...

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Bibliographic Details
Main Authors: Valentina Daniela N. CONSTANTIN, Roxana-Denisa G. STOENESCU
Format: Article
Language:English
Published: Romanian Foundation for Business Intelligence 2014-04-01
Series:SEA: Practical Application of Science
Subjects:
Origin
Country-of-origin
Cult brand
Loyalty
Brand community
Online Access: http://seaopenresearch.eu/Journals/articles/SPAS_3_16.pdf

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