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Religiosity in the Abandoned Apple Newton Brand Community


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  • Albert M. Muiz Jr.
  • Hope Jensen Schau
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    This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and its beliefs. These motifs also reflect and facilitate the many transformative and emancipatory aspects of consuming this brand. Our findings reveal important properties of brand communities and, at a deeper level, speak to the communal nature of religion and the enduring human need for religious affiliation. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 31 (2005)
    Issue (Month): 4 (03)
    Pages: 737-747

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    Handle: RePEc:ucp:jconrs:v:31:y:2005:i:4:p:737-747

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    Cited by:
    1. Wamwara-Mbugua, L. Wakiuru & Cornwell, T. Bettina & Boller, Gregory, 2008. "Triple acculturation: The role of African Americans in the consumer acculturation of Kenyan immigrants," Journal of Business Research, Elsevier, vol. 61(2), pages 83-90, February.
    2. Healy, Jason C. & McDonagh, Pierre, 2013. "Consumer roles in brand culture and value co-creation in virtual communities," Journal of Business Research, Elsevier, vol. 66(9), pages 1528-1540.
    3. Simonetta Pattuglia, 2011. "Integrated Marketing Communication and Brand Management: the Case Study of Fiat 500," DSI Essays Series, DSI - Dipartimento di Studi sull'Impresa, vol. 18.
    4. Crockett, David & Downey, Hilary & Fırat, A. Fuat & Ozanne, Julie L. & Pettigrew, Simone, 2013. "Conceptualizing a transformative research agenda," Journal of Business Research, Elsevier, vol. 66(8), pages 1171-1178.
    5. Zaglia, Melanie E., 2013. "Brand communities embedded in social networks," Journal of Business Research, Elsevier, vol. 66(2), pages 216-223.
    6. Stefano Pace, 2013. "Does Religion Affect the Materialism of Consumers? An Empirical Investigation of Buddhist Ethics and the Resistance of the Self," Journal of Business Ethics, Springer, vol. 112(1), pages 25-46, January.
    7. de Burgh-Woodman, Helene & Brace-Govan, Jan, 2006. "What's in a Name? A Comparative Analysis of Surf and Snow Brand Personalities," MPRA Paper 25385, University Library of Munich, Germany, revised 28 Dec 2006.
    8. Sussan, Fiona & Hall, Richard & Meamber, Laurie A., 2012. "Introspecting the spiritual nature of a brand divorce," Journal of Business Research, Elsevier, vol. 65(4), pages 520-526.
    9. Brodie, Roderick J. & Ilic, Ana & Juric, Biljana & Hollebeek, Linda, 2013. "Consumer engagement in a virtual brand community: An exploratory analysis," Journal of Business Research, Elsevier, vol. 66(1), pages 105-114.
    10. Veloutsou, Cleopatra & Moutinho, Luiz, 2009. "Brand relationships through brand reputation and brand tribalism," Journal of Business Research, Elsevier, vol. 62(3), pages 314-322, March.
    11. Ewing, Michael T. & Wagstaff, Peter E. & Powell, Irene H., 2013. "Brand rivalry and community conflict," Journal of Business Research, Elsevier, vol. 66(1), pages 4-12.
    12. Berthon, Pierre R. & Pitt, Leyland F. & McCarthy, Ian & Kates, Steven M., 2007. "When customers get clever: Managerial approaches to dealing with creative consumers," Business Horizons, Elsevier, vol. 50(1), pages 39-47.
    13. Fuller, Johann & Jawecki, Gregor & Muhlbacher, Hans, 2007. "Innovation creation by online basketball communities," Journal of Business Research, Elsevier, vol. 60(1), pages 60-71, January.


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