The Brand Lover of Apple: A Qualitative Study of the Impact of Brand Experiences on Generation Z Customer Loyalty

Marta Carvajal-Aparicio and Francesc Fusté-Forné

Micro & Macro Marketing, 2025, issue 2, 269-295

Abstract: One of the most important elements in the development of companies’ marketing mix strategies is their relationship with customers. This study aims to understand the customer’s discourses about how a brand builds and maintains a strong and long-lasting relationship with customers, and how this relationship contributes to the brand’s success. Based on a qualitative methodology, eight brand lovers belonging to Generation Z are interviewed. This paper contributes to the understanding of the role of brand lovers from the perspective of a qualitative study focused on the case of Apple. Results reflect the holistic extent of brand experiences, which in turn creates a strong emotional connection that translates into passion and long-lasting relationships.

Keywords: Brand Lover; Brand Management; Customer Experience; Loyalty Strategy (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/116035 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/116035 (text/html)
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mul:jyf1hn:doi:10.1431/116035:y:2025:i:2:p:269-295

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().