Decoding the iPhone effect: When Brand love isn’t enough to build loyalty across Apple´s products. - González de Lara, Gómez, Diego

Abstract

This study aims to explore why Apple Inc, regardless of being arguably the most recognized technological brand around the world, has not been able to achieve the same level of loyalty through its entire spread of products. The research attempts to identify why the influence of strategic and behavioral factors towards consumers has caused a more emotional and purchasing consistency when it comes to its best-selling product, the iPhone, rather than other products within the brand like the Mac. (More details in the proposal)