The culting of brands : when customers become true believers
Title:
The culting of brands : when customers become true believers
Author:
Atkin, Douglas.
ISBN:
9781591840275
Personal Author:
Publication Information:
New York : Portfolio, 2004.
Physical Description:
xix, 230 pages ; 24 cm
Contents:
The great cult paradox: why people join -- You're different, we're different -- We love you -- You belong -- Culting is a contact sport -- We're in this together -- This is what we believe -- Symbolism -- Commitment is a two-way street -- Go forth and multiply -- Tension: the management of deviance -- A cult is born -- The cult wavers, a church strengthens -- Who runs the cult?
Abstract:
"Atkin argues that people become addicted to "cult brands" for more or less the same reasons that people become committed to cults. In The Culting of Brands, he explains how companies have fueled such unshakable allegiance." "The Culting of Brands includes interviews with current and former cult members, and some of today's most creative marketers. The book makes the connection between religion and consumerism, beliefs and buying instincts."--Jacket.
Subject Term:
Electronic Access:
Sample text http://catdir.loc.gov/catdir/enhancements/fy0720/2004044283-s.htmlTable of contents http://catdir.loc.gov/catdir/toc/fy045/2004044283.html
Contributor biographical information http://catdir.loc.gov/catdir/enhancements/fy0720/2004044283-b.html
Publisher description http://catdir.loc.gov/catdir/enhancements/fy0720/2004044283-d.html