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Customer Loyalty

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,

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Other Papers On: Apple Computer Inc
Other Papers On: Microsoft Corporation
Other Papers On: Customer Loyalty

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