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  1. Yangon University of Economics
  2. Master of Marketing Management (MMM)

Emotional Branding, Customer Satisfaction and Brand Loyalty of Apple Smart Phone ( Zaw Lynn Htet, 2024)

https://meral.edu.mm/records/9828
https://meral.edu.mm/records/9828
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Zaw Zaw Lynn Htet MMM-124,(1st Batch), 2nd Batch.pdf (814 KB)
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Title
Title Emotional Branding, Customer Satisfaction and Brand Loyalty of Apple Smart Phone ( Zaw Lynn Htet, 2024)
Language en
Publication date 2024-07-01
Authors
Zaw Lynn Htet
Description
This study aims to examine the effect of Apple’s emotional branding practices on customer satisfaction and brand loyalty and analyze the mediating effect of customer satisfaction between emotional branding practices and brand loyalty. This study examines five emotional branding elements—sensory experience, relationship building, imagination, vision, and nostalgia—of Apple smartphones. The target population are Apple Smart Phone users in Yangon. The sample size is 169 respondents by Cochran’s formula (1977). The systematic sampling method is used. The questionnaire is distributed to every 3rd customer that enters Apple authorized shops until they reach the desired sample size. As findings, Sensory Experience, Relationship Building, Imagination, Vision and Nostalgia had a significant positive effect on brand loyalty. Sensory experience, relationship building, imagination, vision and nostalgia had a positive effect on customer satisfaction. The findings show that customer satisfaction significantly mediates the relationship between emotional branding and brand loyalty. To enhance Apple smartphones' emotional branding and strengthen customer loyalty, Apple should focus on enhancing the sensory experience through premium materials, advanced display and audio technologies, personalized customer service, stimulating imagination, crafting a compelling vision and celebrating Apple’s heritage for nostalgic product releases
Thesis/dissertations
Yangon University of Economics
Dr. Phu Pwint Nyo Win Aung
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