The Culting of Brands

Description:

"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."--BOOK JACKET.

subjects: Merken,  Branding (Marketing),  Commercialisation,  Consommateurs,  Identité (Psychologie),  Customer loyalty,  Fidélité,  Produits de marque,  Loyaliteit,  Consumentengedrag,  Identity (Psychology),  Brand name products,  Marketing,  Management