AbstractIn today's western society the self-help culture is widespread. It consist of varies of medias: from courses and tv-programs, to articles in papers and magazines and entire books. The aim of many of the self-help books is to help heterosexual couples with problems in their love-life. These books have a large number of readers and are sold in millions of copies around the entire western world every year. The self-help books are characterized by their strong heteronormativity where all women and all men tend to act and behave according to a given pattern.

Abstract Apple Computers Inc. is known for their loyal and passionate followers. This study focuses on the brand communities and brand loyalty that is frequently seen among Apple customers. It focuses on the factors that create an apparent deep-set loyalty and passion towards their computers among Mac-users. This study contributes to a deeper understanding of why some consumers feel such a strong attraction to a company, its brand and its products.