Caso apple

its main assets. How to manage the brand equity of a brand is critical to the community that engages in the study of consumer behavior, as well as asset managers of companies. In this context, this study aims to identify and assess the factors that explain the brand equity of a brand considered a success lovebrand, by applying the conceptual model of David Aaker, in order to investigate the relationship of brand equity to their dimensions, brand loyalty, perceived quality, brand awareness and brand associations. For this purpose, the researcher sought to study the brand equity of Apple, given its dimensions, and evaluate how the brand equity results in purchase intention. For this purpose, the variables related to the consumer’s attitude towards brands and towards the money were also analyzed in this study. To test the importance of the model dimensions, the researcher chose a quantitative methodology developed by an online questionnaire. The results achieved revealed that Apple’s brand equity is supported by its own brand loyalty, which takes in the present study, a significant weight as a determinant of the value of Apple. A brand with high brand equity is synonymous with future purchases and a valuable asset that must be preserved and developed. This study focuses on the brand equity of Apple, because this brand is recognized and referenced in academic and business world as a lovebrand with significant assets resulting from the strength and brand value.…