Marketing Professor Gulnur Tumbat’s journal article The Cult of Mac, published in the journal Consumption, Markets, and Culture in 2005, was among the top 25 articles downloaded in 2009-2010.

Tumbat, with co-author Russell W. Belk, defined and introduced the notion of brand cult as consumers with an extreme devotion towards specific brands. They provided a framework for understanding how the story of Apple demonstrates cultic and mythic themes. They found several key sustaining myths, including a creation myth, a messianic myth, a satanic myth, and a resurrection myth.

The article's accompanying video offers an account of what it means when a brand becomes a religion to its true believers. Combining theories of culture, media, gender, anthropology, literary criticism and semiology with analyses of business and management, the double blind peer-reviewed journal, Consumption, Markets, and Culture is international in its scope and iconoclastic in its aims.

For further details, see http://www.informaworld.com/smpp/content~db=all~content=a723617903~frm=titlelink