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

Valentina Daniela N. Constantin and Roxana-Denisa G. Stoenescu
Additional contact information
Valentina Daniela N. Constantin: Bucharest University of Economic Studies, Bucharest, Romania
Roxana-Denisa G. Stoenescu: Bucharest University of Economic Studies, Bucharest, Romania

SEA - Practical Application of Science, 2014, issue 3, 123-134

Abstract: 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 sustaining its cult appeal. Based on the fact that many brands rely on emotional characteristics to obtain consumers’ interest and attention, the country responsible for their conception is usually a warranty for quality and respect, features transferred to consumers. Through an exploratory research, based on investigation of secondary information as a data collection method, the research focuses on Apple's corporate mythology, its brand name, its geographical provenance and also the community surrounding it. The results of the study revealed that brand origin had a major role in creating the image that Apple sustained in the last decades, the conclusion reinforced the idea that on a solid foundation can be built a complex structure.

Keywords: Origin; Country-of-origin; Cult brand; Loyalty; Brand community (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://seaopenresearch.eu/Journals/articles/SPAS_3_16.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2014:i:3:p:123-134

Access Statistics for this article

SEA - Practical Application of Science is currently edited by Romanian Foundation for Business Intelligence

More articles in SEA - Practical Application of Science from Romanian Foundation for Business Intelligence, Editorial Department
Bibliographic data for series maintained by Serghie Dan ().