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The Impact Of Origin On Creating A Cult Brand: The Case Of Apple

Author

Listed:
  • Valentina Daniela N. CONSTANTIN

    (Bucharest University of Economic Studies, Bucharest, Romania)

  • Roxana-Denisa G. STOENESCU

    (Bucharest University of Economic Studies, Bucharest, Romania)

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.

Suggested Citation

  • Valentina Daniela N. CONSTANTIN & Roxana-Denisa G. STOENESCU, 2014. "The Impact Of Origin On Creating A Cult Brand: The Case Of Apple," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 123-134, April.
    • Handle: RePEc:cmj:seapas:y:2014:i:3:p:123-134
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    References listed on IDEAS

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    More about this item

    Keywords

    Origin; Country-of-origin; Cult brand; Loyalty; Brand community;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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