 Secret power of the product ecosystem: A network perspective from the case of AppleJung-Hua Chang Journal of Business Research, 2025, vol. 200, issue C Abstract: From a network theory perspective, this study examines the Apple product ecosystem, conceptualized as a network of products connected through native applications. It investigates how this ecosystem influences users’ ecosystem loyalty intention and brand identification through customer value (functional, emotional, and social value) and switching costs (transition and sunk costs). Empirical results demonstrate that both the product tie degree and ecosystem density significantly affect customer value and switching costs. Furthermore, the study reveals that the product ecosystem indirectly impacts ecosystem loyalty intention and brand identification differently through these factors. Importantly, it confirms that switching costs exert a stronger influence than customer value within the ecosystem. These findings contribute to advancing research on product ecosystems and network theory and provide practical implications for marketers aiming to enhance customer retention and brand engagement through interconnected product strategies. Keywords: Apple ecosystem; Product ecosystem; Network theory; Customer value; Switching costs (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:200:y:2025:i:c:s0148296325004643 DOI: 10.1016/j.jbusres.2025.115641 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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