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Consumer Behavior/Marketing Research

Apple and Consumer Collectivism: A Look at the Nature of Brand Cults

Victor J. Massad, Kutztown University of PennsylvaniaFollow
Andrew Carr, Kutztown University of PennsylvaniaFollow

Document Type

Proceedings Paper

COinS

Apple and Consumer Collectivism: A Look at the Nature of Brand Cults

http://digitalcommons.kennesaw.edu/ama_proceedings/2017/CB-MKTGRES_T03