The Brick Testament

Religiosity among the adult fans of Lego

Authored by: Albert M. Muñiz , Yun Antorini , Hope Jensen Schau

The Routledge Companion to Digital Consumption

Print publication date:  December  2012
Online publication date:  May  2013

Print ISBN: 9780415679923
eBook ISBN: 9780203105306
Adobe ISBN: 9781136253379


 Download Chapter



It is non-controversial to note that brand communities often evoke the magico-religious. Traces of the ethereal have been seen in brand communities centered on Apple Macintosh (Belk and Tumbat 2002; Kahney 2004), Apple Newton (Muñiz and Schau 2005), Saab (Muñiz and O’Guinn 2001), Star Trek (Kozinets 2001), Star Wars (Brown et al. 2003), Xena: Warrior Princess (Schau and Muniz 2004), the X-Files (Kozinets 1997) and in celebrity fan communities centered on Barry Manilow (O’Guinn 1991), Tom Petty (Schau and Muñiz 2007) and CliffRichard (Caldwell and Henry 2006).

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.