What Makes Apple Consumers Brand Loyal? The Effects of Brand Personality, Reputation, and Brand Identity On Brand Loyalty

<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>

Name thesis:degree_name

M.S.

Level thesis:degree_level

Campus Access Thesis

Discipline thesis:degree_discipline

Retailing

Year

2012

Author dc:creator

• Pinson, Caroline

Contributors dc:contributor

• Deborah Brosdahl
• Jiyeon Kim

• Business
• Sales and Merchandising
• Apple
• Brand Identity
• Brand Loyalty
• Brand Personality Congruence
• Reputation
• Social Identity Theory

Statement dc:rights

• © 2012, Caroline Pinson

Repository record dc:identifier

https://scholarcommons.sc.edu/etd/1867

OAI identifier oai:identifier

oai:scholarcommons.sc.edu:etd-2868