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The Brand Lover of Apple: A Qualitative Study of the Impact of Brand Experiences on Generation Z Customer Loyalty

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  • Marta Carvajal-Aparicio
  • Francesc Fusté-Forné

Abstract

One of the most important elements in the development of companies’ marketing mix strategies is their relationship with customers. This study aims to understand the customer’s discourses about how a brand builds and maintains a strong and long-lasting relationship with customers, and how this relationship contributes to the brand’s success. Based on a qualitative methodology, eight brand lovers belonging to Generation Z are interviewed. This paper contributes to the understanding of the role of brand lovers from the perspective of a qualitative study focused on the case of Apple. Results reflect the holistic extent of brand experiences, which in turn creates a strong emotional connection that translates into passion and long-lasting relationships.

Suggested Citation

  • Marta Carvajal-Aparicio & Francesc Fusté-Forné, 2025. "The Brand Lover of Apple: A Qualitative Study of the Impact of Brand Experiences on Generation Z Customer Loyalty," Micro & Macro Marketing, Società editrice il Mulino, issue 2, pages 269-295.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/116035:y:2025:i:2:p:269-295
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