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Factors influencing the brand loyalty on Apple iPhone in the UK market - Dissertation Example

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Factors influencing the brand loyalty on Apple iPhone in the UK market

......................................... 2.1 Apple iPhone differentiation mechanisms................................................. 2.2 The concepts of customer satisfaction and customer attitude................... 2.3 The concepts of brand trust and brand image............................................ 2.4 Customer relationship management (CRM).............................................. 2.5 Psychographic-based market characteristics triggering brand assessment 2.6 Assessments leading to brand loyalty........................................................ 2.7 What market currently sustains brand loyalty for iPhone?........................ 2.8 Hypotheses................................................................................................. 3. Study methodology.................................................................................................. 3.1 Study limitations........................................................................................ 3.2 Ethical considerations................................................................................ 4. Findings.................................................................................................................... 5. Discussion................................................................................................................. 5.1 Hypotheses justification.............................................................................. 6. ...
It is a multinational company that produces consumer electronics, personal computers and business-to-business (B2B) computer software products. Incorporated in 1977, Apple has since evolved throughout the technological revolution, maintaining significant competitive advantage in key target markets against other large technology companies such as Hewlett-Packard, IBM, Samsung, and many other successful technology-focused companies domestically and internationally. The company’s 2011 Annual Report boasts sales volumes of $10.8 billion, an increase of over $4 billion in one year (Apple 2012). This further represents growth of over six billion USD since 2009. How does Apple Inc. accomplish these sales successes and continue to maintain such high market share with its technology products in a highly dynamic, evolutionary and competitive marketplace? Throughout the recent years (2007-2012), Apple Inc. has become a profoundly adept marketing agent that understands the dynamics of consumer lifestyle and attitude, and thus produces advertising and promotional material that appeals to these values and needs. With the launch of the firm’s iPhone 1 in 2007, Apple has achieved significant brand loyalty for its innovative smartphone designs and concepts from customers that appreciate its competitive features, user-friendly design, and diverse systems and options. With each new release of the iPhone product, currently moving through its fifth evolution with the recent launch of the iPhone5, Apple continues to delight its target customers that have a strong preference for this brand. Brand loyalty, when a company is able to achieve it, is not an easy task as it involves significant investment on behalf of the ...Show more

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What factors influence brand loyalty for the Apple iPhone in the UK market? BY YOU YOUR SCHOOL INFO HERE DATE HERE What factors influence brand loyalty for the Apple iPhone in the UK market? TABLE OF CONTENTS 1. Introduction…
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