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

dc.contributor.advisorReig Ramellat, Rosa Maríaes-ES
dc.contributor.authorGonzález de Lara Gómez, Diegoes-ES
dc.contributor.otherUniversidad Pontificia Comillas, Facultad de Ciencias Económicas y Empresarialeses_ES
dc.date.accessioned2025-07-09T15:21:38Z
dc.date.available2025-07-09T15:21:38Z
dc.date.issued2026es_ES
dc.identifier.urihttp://hdl.handle.net/11531/100388
dc.descriptionGrado en Administración y Dirección de Empresases_ES
dc.description.abstractes-ES
dc.description.abstractThis 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)en-GB
dc.format.mimetypeapplication/pdfes_ES
dc.language.isoen-GBes_ES
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 United Stateses_ES
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/3.0/us/es_ES
dc.subject.otherKABes_ES
dc.titleDecoding the iPhone effect: When Brand love isn’t enough to build loyalty across Apple´s products. - González de Lara, Gómez, Diegoes_ES
dc.typeinfo:eu-repo/semantics/bachelorThesises_ES
dc.rights.accessRightsinfo:eu-repo/semantics/openAccesses_ES
dc.keywordses-ES
dc.keywordsKeywords: Consumer Behavior, Brand Strategy, Consumer Loyalty, Purchase Patterns, iphone Effect, Apple.en-GB


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