The aim of this thesis is to investigate and identify reasons for brand loyalty of the Apple-iPhone brand in Germany and to make recommendations for customer relationship and brand managers. The methods used are secondary and primary, quantitative research, with a cross-sectional online survey consisting of a 5-point Likert scale.
Brand loyalty is operationalized as switching intention, based on prior research. The theoretical background shows that there are two contrary views when investigating switching intention. On the one side, there is the conventional perspective with the motivation of functional utility maximization. People are motivated to switch a brand, when they believe they will gain perceived value, which is the customer’s overall assessment of the utility of a product based on perceptions of what is received and what is given. On the other side, there is the social identity theory perspective with social mobility as motivation. Social mobility refers to a person’s attempt to part him- or herself from a group. With regard to brands, this implies that customers switch brand identities, when they believe they identify themselves more with another brand.
Those two perspectives have been tested using two hypotheses with an online survey and 111 valid responses of Apple-iPhone users in Germany. The independent variables perceived value, customer brand identification and procedural switching costs were investigated using items from prior research. Items by an advanced theory of the technology acceptance model were used for perceived value. To analyze the data descriptive, reliability, correlation and regression analyses have been applied.
In conclusion, customer brand identification and procedural switching costs shows an equally strong significance for predicting switching intention. Perceived value could not be measured, since it did not pass the stepwise multiple regression analysis.
Inhaltsverzeichnis (Table of Contents)
- I. Statement of authorship
- II. Table of contents
- III. List of abbreviations
- IV. List of illustrations
- V. Abstract
- 1. Introduction
- 2. Theoretical background
- 2.1. Theory of reasoned action (TRA)
- 2.2. Technology acceptance model (TAM)
- 2.3. TAM2
- 2.3.1. Social influence processes
- 2.3.2. Cognitive instrumental processes
- 2.4. Identity theory (IT)
- 2.5. Social identity theory (SIT)
- 2.6. Customer-company identification (CCI)
- 2.7. Customer-brand identification (CBI)
- 2.7.1. Conventional perspective
- 2.7.2. SIT perspective
- 2.8. Hypotheses
- 3. Methodology
- 3.1. Data gathering
- 3.2. Data analysis
- 3.2.1. Descriptive analysis
- 3.2.2. Reliability analysis (Cronbach's alpha)
- 3.2.3. Descriptive statistics after items were excluded
- 3.2.4. Correlation and regression analysis
- 4. Analysis and discussion of results
- 5. Conclusions
- 5.1. Scientific implications
- 5.2. Practical implications
- 5.3. Critical evaluation
- VI. Bibliography
- VII. Appendix
- Brand loyalty towards Apple iPhone in Germany
- Application of theoretical frameworks (TRA, TAM, IT)
- Influence of consumer behavior and brand identification
- Analysis of customer-brand identification (CBI)
- Empirical data gathering and analysis
- Chapter 1: Introduction This chapter sets the stage by introducing the research topic, outlining the research question, and clarifying the research objectives. It also provides a brief overview of the structure and organization of the thesis.
- Chapter 2: Theoretical background This chapter delves into the relevant theoretical frameworks that underpin the study. It examines the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), Identity Theory (IT), and Customer-Brand Identification (CBI). It explores the key concepts and constructs within each framework and discusses their relevance to the study of brand loyalty.
- Chapter 3: Methodology This chapter outlines the research methodology employed in the study. It describes the data gathering methods, including survey design and data collection procedures. It also explains the data analysis techniques used, such as descriptive analysis, reliability analysis, and correlation and regression analysis.
- Chapter 4: Analysis and discussion of results This chapter presents and analyzes the findings of the study. It discusses the results of the data analysis and interprets their significance in the context of the theoretical framework. It explores the relationships between the variables and draws conclusions about the factors influencing brand loyalty towards the Apple iPhone in Germany.
- Chapter 5: Conclusions This chapter summarizes the key findings of the study and discusses their implications for scientific understanding and practical application. It also evaluates the strengths and limitations of the research and suggests potential areas for future research.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This thesis aims to investigate the reasons behind brand loyalty towards the Apple iPhone in Germany. It explores the application of various theoretical frameworks, including the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Identity Theory (IT), to understand the factors influencing consumer behavior. The study also analyzes the role of customer-brand identification (CBI) in shaping brand loyalty.Zusammenfassung der Kapitel (Chapter Summaries)
Schlüsselwörter (Keywords)
This study focuses on brand loyalty, consumer behavior, technology acceptance, identity theory, and customer-brand identification. It examines the application of these concepts to understand the reasons behind the loyalty towards the Apple iPhone brand in Germany. Further key terms include: Theory of Reasoned Action, Technology Acceptance Model, Social Identity Theory, empirical research, and data analysis.- Quote paper
- Bachelor of Arts Mona Carolina Frank (Author), 2013, Investigating and identifying reasons for brand loyalty of the Apple-iPhone brand in Germany, Munich, GRIN Verlag, https://www.grin.com/document/288909
