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BRAND ADVOCATES – AN APPLE PHENOMENON? AN EXPLORATORY STUDY ON BRAND ADVOCACY AMONGST APPLE CONSUMERS

Michael C. Cant, Ricardo Machado, Helen C. Seaborne

DOI: 10.22495/cocv11i2c6p1

Abstract

Apple consumers are well known for their loyalty. Unlike ordinary computer or mobile device users, Apple consumers do not simply buy the products; they become fans. Besides word-of-mouth recommendations the Apple advocates tend to have an emotional connection with the brand they love, they defend the brand and could overlook dissatisfaction. This study made used of qualitative research to explore and gain insights into the characteristics of the Apple brand advocates. The researcher made use of informal conversations to collect data on two Apple community blogs. The data was analysed by using content analysis and six main themes emerged from this study. Apple brand advocates make use of word-of-mouth to recommend and have a sense of trust with the brand. They believe Apple products meet their expectations and find the functionality and design of the products useful. They also enjoy being in an Apple community and find that Apple is irreplaceable by other competitive products.

Keywords: Brand, Brand Advocacy, Apple Company

How to cite this paper: Cant, M. C., Machado, R., & Seaborne, H. C. (2014). Brand advocates – an Apple phenomenon? an exploratory study on brand advocacy amongst apple consumers. Corporate Ownership & Control, 11(2-6), 535-541. http://doi.org/10.22495/cocv11i2c6p1

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