



'It Just Works'
Rethinking Apple Brand Fandom
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5.0 • 2 Ratings
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Publisher Description
Blending media studies and marketing literature, ‘It Just Works’ is a study that 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 2013 at the University of Wollongong in Australia.