For better, for worse: A case study of Apple’s iPhone tracing the role of self-brand connection among smartphone users

Larsen, Asbjørn Ringgren ; Rezackova, Lucie

4. term

Economics and Business Administration (International Marketing), Master

2016

2016-06-13

84 pages

Through the rise of the smartphone phenomenon, consumers are ever looking towards the brand that changed the game. Apple has introduced the concept of the smartphone and has created an entire market with huge potential because of the ever increasing benefits of a new phone every year. When out shopping for a new smartphone, most consumers simply choose the brand with the model that has the attributes that they require. However, the authors of this project have observed a special scenario where something unique occurs – the consumers of Apple’s iPhone have a special loyalty towards the brand, compared to that of other brands. This research paper seeks to understand the relationship between the consumers of Apple’s iPhone, and what is different to the consumers of other brands. With a research question of, the role of a self-brand connection in relation to the brand and consumer, the authors aim to grasp how the identity of the consumers relates to the identity of the brand and to understand this relationship. This problem will be addressed with a questionnaire made by the authors and certain hypotheses will be used to test if there is any evidence of the assumption that iPhone consumers have a special relationship compared to those of other brands. It was found that most of Apple’s consumers do in fact posses a self-brand connection and that this group is also targetable by other brands if they follow two important determinants. A relatable brand vision, and as few products as possible.

self-concept ; self-identity ; self-brand connection ; Apple ; smartphone ; brand love

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