Apple has been named the most valuable company in the world. Part of that is contributed to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal following, by studying brand identity, brand personality, and reputation with the social identity theory as the conceptual background. The results found that through regression these variables have a significant positive effect on brand loyalty.
","abstract_html":"<p>Apple has been named the most valuable company in the world. Part of that is contributed to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal following, by studying brand identity, brand personality, and reputation with the social identity theory as the conceptual background. The results found that through regression these variables have a significant positive effect on brand loyalty.</p>","abstract_has_math":false,"creators":["Pinson, Caroline"],"institution":null,"degree_name":"M.S.","degree_level":"Campus Access Thesis","degree_discipline":"Retailing","degree_department":null,"school":null,"contributors":["Deborah Brosdahl","Jiyeon Kim"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2012,"date_issued":"2012-01-01T08:00:00Z","date_published":"2012-01-01T08:00:00Z","updated_at":"2026-07-24T04:38:31Z","subjects":["Business","Sales and Merchandising","Apple","Brand Identity","Brand Loyalty","Brand Personality Congruence","Reputation","Social Identity Theory"],"languages":[],"rights":["© 2012, Caroline Pinson"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://scholarcommons.sc.edu/etd/1867","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Deborah Brosdahl","Jiyeon Kim"]},{"key":"dc:creator","label":"Author","values":["Pinson, Caroline"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"thesis:degree_discipline","label":"Discipline","values":["Retailing"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Campus Access Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Business","Sales and Merchandising","Apple","Brand Identity","Brand Loyalty","Brand Personality Congruence","Reputation","Social Identity Theory"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["© 2012, Caroline Pinson"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarcommons.sc.edu/etd/1867"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Apple has been named the most valuable company in the world. Part of that is contributed to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal following, by studying brand identity, brand personality, and reputation with the social identity theory as the conceptual background. The results found that through regression these variables have a significant positive effect on brand loyalty.
"]},{"key":"dc:title","label":"Title","values":["What Makes Apple Consumers Brand Loyal? The Effects of Brand Personality, Reputation, and Brand Identity On Brand Loyalty"]}]}],"canonical_facts":{"dc:contributor":["Deborah Brosdahl","Jiyeon Kim"],"dc:creator":["Pinson, Caroline"],"dc:description.abstract":["Apple has been named the most valuable company in the world. Part of that is contributed to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal following, by studying brand identity, brand personality, and reputation with the social identity theory as the conceptual background. The results found that through regression these variables have a significant positive effect on brand loyalty.
"],"dc:identifier":["https://scholarcommons.sc.edu/etd/1867"],"dc:rights":["© 2012, Caroline Pinson"],"dc:subject":["Business","Sales and Merchandising","Apple","Brand Identity","Brand Loyalty","Brand Personality Congruence","Reputation","Social Identity Theory"],"dc:title":["What Makes Apple Consumers Brand Loyal? The Effects of Brand Personality, Reputation, and Brand Identity On Brand Loyalty"],"thesis:degree_discipline":["Retailing"],"thesis:degree_level":["Campus Access Thesis"],"thesis:degree_name":["M.S."]},"updated_at":"2026-07-24T04:38:31Z"}