Branding and brand value perception of Apple in iPhone users

##plugins.themes.bootstrap3.article.main##

##plugins.themes.bootstrap3.article.sidebar##

Published 05-12-2023
Santiago Mayorga Escalada
Ronak Lalwani Lalwani

Abstract

The objective of companies is to seek profitability to guarantee their survival. To do this, they want their brand to be recognized and differentiated. Apple is a paradigmatic case in this sense. It is currently the most valuable brand in the world. Through a theoretical framework, a case study and ad-hoc research, the perception of the value of the Apple brand among iPhone users is analyzed. The brand identity acts together with the main attributes of the product to shape in the minds of the users an experience that is perceived as unique and valuable.

How to Cite

Mayorga Escalada, S., & Lalwani Lalwani, R. (2023). Branding and brand value perception of Apple in iPhone users. ZER - Journal of Communication Studies, 28(55), 179–201. https://doi.org/10.1387/zer.25026
Abstract 2047 | pdf (Español) Downloads 5144

##plugins.themes.bootstrap3.article.details##

Keywords
References
Section