The Brand Relationship of Cult-Like Following: Developing Scales of Measurement in Apple and Catholic Devotees
The purpose of this research aims to fill in the gap in the religion-brand relationship, and explores what constitutes a cult-like allegiance to a brand, by examining subjects’ relationship to the Apple brand, comparing survey response by subjects who were “devotees” versus “indifferents” to Catholi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University Library System, University of Pittsburgh
2020-07-01
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| Series: | Emerging Markets Journal |
| Subjects: | |
| Online Access: | http://emaj.pitt.edu/ojs/index.php/emaj/article/view/185 |