Loading presentation...
Prezi is an interactive zooming presentation

Present Remotely

Send the link below via email or IM


Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.


Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Apple inc.

No description

Tomáš Výlet

on 24 October 2013

Comments (0)

Please log in to add your comment.

Report abuse

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

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)...
High brand awareness
Perceived brand quality is high
Brand image

What exactly differentiates Apple?
Luxury Innovation User Friendly Fashionable Design Commercial Character
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
„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