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Can Apple Bring Happines to Customers?
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (Shota Dzamashvili, Daniel Can, Fei Luo)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (Shota Dzamashvili, Daniel Can, Fei Luo)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (Shota Dzamashvili, Daniel Can, Fei Luo)
2011 (English)Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

The importance of considering customers emotions related to brands in marketing hasincreased in the last decade. Marketers care more and more about the significantinfluence that emotional branding brings to customers. In this thesis, we first discusspersonality, identity and other characteristics of a brand which can affect customer’semotions. Next, there are different emotions, basically, it can be categorized intonegative and positive emotions, and we specifically focus on customers’ positiveemotion that is happiness. This is followed by studying previous research of brandrelated happiness. We turn next to analyze a real case study of Apple inc., to discussApple’s emotional branding strategy, and how they succeed in making their customersfeel positively toward their brand. We address brand and its characteristics including theability to bond with customers on emotional level both offering a theoretical overviewand a case study. In the case study we identified a target group (Apple users) and askedthem to fill in the questionnaire. We decided to launch a survey in order to betterunderstand and analyze the relationship between a brand and the happiness it may raiseamong the consumers. Lastly, in conclusion of our thesis we raise certainrecommendations for future studies.

Place, publisher, year, edition, pages
2011. , 85 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-15488OAI: oai:DiVA.org:hj-15488DiVA: diva2:424647
Subject / course
IHH, Business Administration
Presentation
2011-06-04, B4043, Gjuterigatan 5, Jönköping, 08:00 (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-09-01 Created: 2011-06-19 Last updated: 2011-09-01Bibliographically approved

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Citation style
  • apa
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More styles
Language
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Output format
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