The Impact of Brand Innovativeness on Customer Loyalty—Take Apple Inc. as an Example

DOI

10.2991/assehr.k.200826.088How to use a DOI?

Keywords

Brand Innovativeness, Meaningfulness and Newness, Customer Loyalty, Apple Inc

Abstract

Brand innovativeness, long been recognized as a critical aspect in developing a company, is conventionally considered to be useful in acquiring new customers. However, mixed findings have been focusing on the impact of brand innovativeness on customer loyalty. This article takes Apple Inc. as an example by interviewing Apple users and former Apple users to find out the double-edged impact of brand innovativeness. The result shows that meaningful product innovation shed positive impact on customer loyalty while product newness that lack valuable features may impair customer loyalty.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ziyi Yang
PY  - 2020
DA  - 2020/08/28
TI  - The Impact of Brand Innovativeness on Customer Loyalty—Take Apple Inc. as an Example
BT  - Proceedings of the 2020 4th International Seminar on Education, Management and Social Sciences (ISEMSS 2020)
PB  - Atlantis Press
SP  - 443
EP  - 448
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200826.088
DO  - 10.2991/assehr.k.200826.088
ID  - Yang2020
ER  -