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Microsoft Corporation
C/M/2377. Falling in and out of love with brand: switching from PC to Apple
- WORDS:
- 2950
- DATE:
- 2011
- PRICE:
- 29.99 GBP
The paper looks at the ‘love relationship’ between customers and brands defining brand love as a marketing concept and discussing its antecedents, outcomes and measurements. The issues of ending and starting a new brand love relationship are addressed conducting a study of swings in computer brand preferences from Microsoft’s Personal Computer (PC) to Apple’s MacBook.
KEYWORDS: Brand love, from PC to Apple, customers and brands,
Other Papers On: Apple Computer Inc
Other Papers On: Microsoft Corporation
Other Papers On: Customer Loyalty
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