Praopan Kambhu Na Ayudhaya is currently studying Information Management for Business (IMB) at University College London (UCL). This article is an edit of a Wikipedia article, using reliable and current sources.
The curiosity stemmed from Apple's 'near fanatical' customers that would wait hours to get their hands on the latest Apple product. The topic of Cult Branding was then chosen due to the cult created by Apple that allowed them to attain high levels of customer loyalty, thus becoming a success.