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What is iPhone Brand Romance and Customer Loyalty about?

This study examines the relationship between customer loyalty and brand romance among iPhone customers. It finds that emotions of pleasure, arousal, and dominance predict brand romance, and brand romance positively predicts customer loyalty. A survey of 30 iPhone users found highest means for pleasure and arousal. Correlations between variables were generally positive. The study recommends marketers focus on pleasure, arousal, and dominance to improve brand romance and loyalty.

Author

remaathi

Language

EN