Brands define the modern consumer experience. Everything we purchase, touch, eat, smell, taste, hear, love and hate is attached to a brand. Brand fans, however, often are not afforded the same respect as their media cousins or even average consumers. They are stereotyped as extreme and obsessive, all blindly devoted to a brand that can never be criticised. Apple fans are perhaps the best example and are often labelled ‘fanboys’ and ‘iSheep’.
Blending media studies and marketing literature, ‘It Just Works’ uses narrative enquiry and personal interviews to understand the stories of Apple brand fans, as well as how qualitative experience and findings can inform marketing communication.
The text was originally submitted as an honours thesis at the University of Wollongong in Australia in 2013.