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레포트 > 경제경영계열

애플 브랜드 충성도 분석(영문)

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레포트 > 경제경영계열
2013.11.26
25페이지 / hwp
2,500원
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소개글

애플 브랜드 충성도 분석(영문)에 대한 자료입니다.

1. PROBLEM DESCRIPTION 2. LITERATURE REVIEW
3. CONCLUSION AND HYPOTHESES
4. RESEARCH DESIGN
4.1 Overview of Study
4.2 Prediction
4.3 Actual Procedure
4.4 Subject Information
5. RESEARCH RESULTS
6. DISCUSSION OF RESULTS
6.1 Interpretation of Results
6.2 Managerial Implications
6.3 Limitations of Our Study and Areas of Future Research
7. REFERENCE LIST
8. APPENDICES WITH TABLES AND FIGURES
9. DETAILED LIST WITH DIVISION OF TASKS

본문내용

1. Problem Description

As it was stated in our research proposal, consumers of Apple Inc. are more likely to buy the next version of the product they are using or additionally purchase other products of Apple. However, this is not just it. The phenomenon which seems interesting to us is that Apple has this type of customers relatively a lot more than other companies or manufacturers in the same industry. Those customers purchase products from Apple even though most of the time they clearly acknowledge the fact that there are some other products from multiple brands in the market which have better quality than those from Apple. Moreover, sometimes we can hear that some of them frequently say like this: “Apple has their own sensibility, so called Apple’s sensibility". They believe Apple has got its uniqueness far more than any other brands. Not only these cases, but it is rather easy to encounter many people who cling to use Apple’s products in their daily life. There are millions of people who are looking forward to Apple’s new product launching events. Furthermore, there are some people who only use Apple’s products and other products which are compatible with Apple’s products, such as speakers, desk lamps and other home appliances. There is even a term describing these kinds of Apple fans: Apple Zealots.
Based on these facts, we can identify that the consumers of Apple have higher brand loyalty towards the brand than those of other brands.

참고문헌

ASBBS. "How Marketing Strategy Impacts Corporate Performance: An Exploratory Analysis of USA Today's E-Consumer 25 Internet Index" 15 (2008): 1-787. Web.

Goodson, Scott. "Is Brand Loyalty the Core to Apple's Success?" N.p., Oct.-Nov. 2011. Web.

Hernandez, Antonio Jose and Yuan, GuoHua. "IS IT JUST TECHNOLOGY OR OTHER ELSE BEHIND APPLE? STUDY OF MARKETING STRATEGY FOR LAUNCHING AS ITS NEW INNOVATIVE PRODUCT" (2011): 1-7. Web.

Kovach, Steve. "The Unlocked IPhone 4S Is Selling For $2,000 And Up In China." N.p., Oct.-Nov. 2011. Web.

Mao, Junjun. "Customer Brand Loyalty." International Journal of Business and Management 5.7 (2010): 1-5. Web.

Nemati, Ali Raza., Khan, Khurram., and Iftikhar, Moazzam. "Impact of Innovation on Customer Satisfaction and Brand Loyalty, A Study of Mobile Phones Users in Pakistan." European Journal of Social Sciences 16 (2010): 1-8. Web.

Tiffany, Hsu. "Apple Fans Shocked by Steve Jobs' Resignation as CEO." N.p., Aug.-Sept. 2011. Web.

Wolfold, Josh. "IPad 2 Worth a Kidney to Chinese Teen." N.p., 2 June 2011. Web.

Yoon, HyunJong. "Apple, First Place in Brand Loyalty In USA." N.p., Oct.-Nov. 2012. Web.

이의정. "브랜드 충성도를 제고하는 마케팅 전략에 관한 연구." (2012): 1-69. Print.

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