Factors of love (lovemark) of the Apple brand in the Central Zone of Mexico
DOI:
https://doi.org/10.18583/umr.v8i1.217Keywords:
lovemark, Apple, México, love, brandAbstract
Brand love is scarcely treated in Latin America, in addition, no consensus has been found on the measurement model that needs to be applied in the context. Therefore, the objective of the research is to analyze the factors of love of the Apple brand regarding the iPhone mobile devices in the central zone of Mexico. For this, a quantitative, cross-sectional, and exploratory study was carried out in two stages, where it was shown that three factors were found, which do not coincide with the lovemark theory.
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