Consumer perception of high-tech brands and related products: The case of the iconic Apple
Purpose: The paper examines the opinions and attitudes of young adults as the target audience towards a high-tech brand on several specific levels. The goal of research is to investigate and explore the perception of both Apple product users and non-users related to the Apple brand, brand loyalty, p...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Business in Osijek
2022-01-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/406925 |