The Phenomenon of Cult Brands: The Role of Culture in Building Strong Brands (Paperback) (ISBN-13: 9783735795144)

Cult Brands belong to the world'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 brand'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 brand's cult status from a consumer perspective.

Author: Dimitri Wittwer
ISBN-10: 3735795145
ISBN-13: 9783735795144
Publisher: Books on Demand
Language: English
Published: 10/23/2014
Pages: 208
Format: Paperback
Weight: 0.56lbs
Size: 8.27h x 5.83w x 0.44d