You are not currently logged in.
Access JSTOR through your library or other institution:
Religiosity in the Abandoned Apple Newton Brand Community
Albert M. Muñiz Jr. and Hope Jensen Schau
Journal of Consumer Research
Vol. 31, No. 4 (March 2005), pp. 737-747
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/10.1086/426607
Page Count: 11
You can always find the topics here!Topics: Brands, Narratives, Academic communities, Rumors, Tales, Communities, Narrative devices, Religious rituals, Listservs, Persecution
Were these topics helpful?See something inaccurate? Let us know!
Select the topics that are inaccurate.
Preview not available
This research explores the grassroots brand community centered on the Apple Newton, a product that was abandoned by the marketer. Supernatural, religious, and magical motifs are common in the narratives of the Newton community, including the miraculous performance and survival of the brand, as well as the return of the brand creator. These motifs invest the brand with powerful meanings and perpetuate the brand and the community, its values, and its beliefs. These motifs also reflect and facilitate the many transformative and emancipatory aspects of consuming this brand. Our findings reveal important properties of brand communities and, at a deeper level, speak to the communal nature of religion and the enduring human need for religious affiliation.
© 2005 by JOURNAL OF CONSUMER RESEARCH, Inc.