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Apple inc.

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by

Tomáš Výlet

on 24 October 2013

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Transcript of Apple inc.

Apple inc.
Market research methodology
Team 4
Julia Naber
Veronica Moullaianova
Fandi Omaish
Tomas Vylet
Brand image
Brand loyalty
Brand association
Purchase intention
Brand equity
Customer gender

Keywords
Where brand image is concerned, the perception of reality is more important than the reality itself.
Severi & Ling, 2013
Word of Mouth
• sincerity
• excitement
• competence
• sophistication
• ruggedness

Aaker (1997)...
Interview
High brand awareness
Perceived brand quality is high
Design
Price
Quality
Brand image

What exactly differentiates Apple?
Luxury Innovation User Friendly Fashionable Design Commercial Character
Graphical
Conceptual
Model
H1: Brand image is positively related to customer satisfaction.
Society has a positive effect on brand image
Media has a positive effect on brand image
Advertisement has a positive relation to brand image
Customers ‘ values have a positive effect on Brand Image

H2: Product quality is positively related to customer satisfaction
Design has a positive effect on product quality
Price has a positive effect on product quality
Brand image has a positive effect on product quality

H3: Service positively influences customer satisfaction

Attitude has a positive effect on service
Opening hours has a positive effect on service
Employees has a positive effect on service
Post-purchase service has a positive effect on service

Thank you
for your
attention!
„If you´re looking for higher margins, more brand loyalty and starting point to introduce innovation within your organization, creating a wonderful customer experience is the place to start because it gives you an unfair competitive advantage.“
Mike Maddog, Forbes 7/23/2013
Full transcript