Autori: Carvajal-Aparicio, Marta, Fusté-Forné, Francesc
Titolo: The Brand Lover of Apple: A Qualitative Study of the Impact of Brand Experiences on Generation Z Customer Loyalty
Periodico: Micro & macro marketing
Anno: 2025 - Volume: 101 - Fascicolo: 2 - Pagina iniziale: 269 - Pagina finale: 295

One of the most important elements in the development of companies’ marketing mix strategies is their relationship with customers. This study aims to understand the customer’s discourses about how a brand builds and maintains a strong and long-lasting relationship with customers, and how this relationship contributes to the brand’s success. Based on a qualitative methodology, eight brand lovers belonging to Generation Z are interviewed. This paper contributes to the understanding of the role of brand lovers from the perspective of a qualitative study focused on the case of Apple. Results reflect the holistic extent of brand experiences, which in turn creates a strong emotional connection that translates into passion and long-lasting relationships.




SICI: 1121-4228(2025)101:2<269:TBLOAA>2.0.ZU;2-Y
Testo completo: https://www.rivisteweb.it/download/article/10.1431/116035
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/116035

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