Investigating and identifying reasons for brand loyalty of the Apple-iPhone brand in Germany

Inhaltsverzeichnis (Table of Contents)

• I. Statement of authorship
• II. Table of contents
• III. List of abbreviations
• IV. List of illustrations
• V. Abstract
• 1. Introduction
• 2. Theoretical background
• 2.1. Theory of reasoned action (TRA)
• 2.2. Technology acceptance model (TAM)
• 2.3. TAM2
• 2.3.1. Social influence processes
• 2.3.2. Cognitive instrumental processes
• 2.4. Identity theory (IT)
• 2.5. Social identity theory (SIT)
• 2.6. Customer-company identification (CCI)
• 2.7. Customer-brand identification (CBI)
• 2.7.1. Conventional perspective
• 2.7.2. SIT perspective
• 2.8. Hypotheses
• 3. Methodology
• 3.1. Data gathering
• 3.2. Data analysis
• 3.2.1. Descriptive analysis
• 3.2.2. Reliability analysis (Cronbach's alpha)
• 3.2.3. Descriptive statistics after items were excluded
• 3.2.4. Correlation and regression analysis
• 4. Analysis and discussion of results
• 5. Conclusions
• 5.1. Scientific implications
• 5.2. Practical implications
• 5.3. Critical evaluation
• VI. Bibliography
• VII. Appendix

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to investigate the reasons behind brand loyalty towards the Apple iPhone in Germany. It explores the application of various theoretical frameworks, including the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), and Identity Theory (IT), to understand the factors influencing consumer behavior. The study also analyzes the role of customer-brand identification (CBI) in shaping brand loyalty.
• Brand loyalty towards Apple iPhone in Germany
• Application of theoretical frameworks (TRA, TAM, IT)
• Influence of consumer behavior and brand identification
• Analysis of customer-brand identification (CBI)
• Empirical data gathering and analysis

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction
This chapter sets the stage by introducing the research topic, outlining the research question, and clarifying the research objectives. It also provides a brief overview of the structure and organization of the thesis.
• Chapter 2: Theoretical background
This chapter delves into the relevant theoretical frameworks that underpin the study. It examines the Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), Identity Theory (IT), and Customer-Brand Identification (CBI). It explores the key concepts and constructs within each framework and discusses their relevance to the study of brand loyalty.
• Chapter 3: Methodology
This chapter outlines the research methodology employed in the study. It describes the data gathering methods, including survey design and data collection procedures. It also explains the data analysis techniques used, such as descriptive analysis, reliability analysis, and correlation and regression analysis.
• Chapter 4: Analysis and discussion of results
This chapter presents and analyzes the findings of the study. It discusses the results of the data analysis and interprets their significance in the context of the theoretical framework. It explores the relationships between the variables and draws conclusions about the factors influencing brand loyalty towards the Apple iPhone in Germany.
• Chapter 5: Conclusions
This chapter summarizes the key findings of the study and discusses their implications for scientific understanding and practical application. It also evaluates the strengths and limitations of the research and suggests potential areas for future research.

Schlüsselwörter (Keywords)

This study focuses on brand loyalty, consumer behavior, technology acceptance, identity theory, and customer-brand identification. It examines the application of these concepts to understand the reasons behind the loyalty towards the Apple iPhone brand in Germany. Further key terms include: Theory of Reasoned Action, Technology Acceptance Model, Social Identity Theory, empirical research, and data analysis.

Frequently Asked Questions

What is the aim of this research regarding Apple-iPhone users?

The aim is to identify the reasons for brand loyalty among Apple-iPhone users in Germany and provide recommendations for brand managers.

How is brand loyalty defined in this study?

Brand loyalty is operationalized as "switching intention," meaning the likelihood or desire of a customer to change to another brand.

What theoretical models were used to analyze consumer behavior?

The study utilizes the Theory of Reasoned Action (TRA), the Technology Acceptance Model (TAM/TAM2), and Social Identity Theory (SIT).

What were the key findings regarding switching intention?

Customer-brand identification and procedural switching costs were found to be equally significant predictors of switching intention.

What role does "perceived value" play in the results?

Although initially considered, perceived value could not be measured as a significant predictor in the final regression analysis of this study.

What research method was employed?

The study used a quantitative approach involving a cross-sectional online survey with 111 valid responses from iPhone users in Germany.