The Phenomenon of Cult Brands

The Phenomenon of Cult Brands

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Cult Brands belong to the worlda€™s most powerful brands and have thus increasingly garnered attention and sparked interest. To date though, there is no common understanding of what a cult brand actually is. As a pioneer in this field, Dimitri Wittwer focused his dissertation on these kinds of brands. In his research he revealed the key characteristics of cult brands, drawing on interdisciplinary literature and both qualitative and quantitative research with more than 5, 000 participants ranging from con- sumers to experts in a variety of disciplines. The author empha- sizes the strong relevance of a branda€™s cultural change orienta- tion in its evolution to becoming a cult brand and develops two models: the Cult Brand Model focusing on building cult brands and the Cult Brand Status Scale allowing the measurement of a branda€™s cult status from a consumer perspective.In recent times, a new phenomenon to describe powerful brands has gained popularity among marketers (Atkin 2004; Brady et al. ... Cult brands such as Mini Cooper, Corona, and IKEA are highly successful because they convey special, unique ... The problem here is that brand attributes seem to personify abstract concepts, lacking any clear connection to the ... Today, cultural changes such as growing sustainability can, on the one hand, force the fast-food pioneer McDonalda#39;s to startanbsp;...

Title:The Phenomenon of Cult Brands
Author:Dimitri Wittwer
Publisher:BoD – Books on Demand - 2014-10-23


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