Table of contents for The culting of brands : when customers become true believers / Douglas Atkin.


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1. THE GREAT CULT PARADOX: WHY PEOPLE JOIN
2. YOU'RE DIFFERENT, WE'RE DIFFERENT
3. WE LOVE YOU
4. YOU BELONG
5. CULTING IS A CONTACT SPORT
6. WE'RE IN THIS TOGETHER 
7. THIS IS WHAT WE BELIEVE
8. SYMBOLISM
9. COMMITMENT IS A TWO-WAY STREET 
10. GO FORTH AND MULTIPLY 
11. TENSION: THE MANAGEMENT OF DEVIANCE 
12. A CULT IS BORN 
13. THE CULT WAVERS, A CHURCH STRENGTHENS
14. WHO RUNS THE CULT?
CONCLUSION
Notes
Bibliography
Index





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