In this study, we introduce the notion of a brand cult in an effort to better understand the extreme devotion consumers have toward certain brands. We use historical images plus interviews and observations with current Macintosh computer users to explore the cultic quasi‐religious aspects of this consumption. We find several key sustaining myths, including a creation myth, a messianic myth, a satanic myth, and a resurrection myth. The accompanying video offers an account of what it means when a brand becomes a religion to its true believers.
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