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Perceived Product Innovation and Brand Loyalty: The Perceptions of Apple Product Users in the United Kingdom

a Brunel University London, UK
b Universitas Mercatorum, Italy

Business Strategies and Ethical Challenges in the Digital Ecosystem

ISBN: 978-1-80455-070-0, eISBN: 978-1-80455-069-4

Publication date: 18 November 2024

Abstract

This chapter explores how perceived product innovation influences brand loyalty among UK Apple users, extending the technology acceptance model. Using a quantitative approach, data were collected from 101 respondents via an online survey and analysed using SPSS. Objectives included examining the mediating role of perceived product usefulness and ease of use, exploring the relationship between product/brand attitudes and brand loyalty and assessing gender's impact on loyalty perceptions. Findings reveal a significant positive relationship among variables, with perceived product usefulness and ease of use jointly mediating the link between product innovation and attitude, affecting brand loyalty. Gender was found to have no moderating effect. The research contributes by highlighting these mediating effects and deepening understanding of product innovation's impact on loyalty. Managerially, prioritising innovation, usefulness and ease of use can enhance satisfaction and loyalty. Future research could explore additional variables to enrich understanding further.

Keywords

Citation

Rehman, A.u., Manika, D., Foroudi, P. and Palazzo, M. (2024), "Perceived Product Innovation and Brand Loyalty: The Perceptions of Apple Product Users in the United Kingdom", Tabaghdehi, S.A.H. and Foroudi, P. (Ed.) Business Strategies and Ethical Challenges in the Digital Ecosystem, Emerald Publishing Limited, Leeds, pp. 55-77. https://doi.org/10.1108/978-1-80455-069-420241004

Publisher

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Emerald Publishing Limited

Copyright © 2025 Atta ur Rehman, Danae Manika, Pantea Foroudi and Maria Palazzo. Published under exclusive licence by Emerald Publishing Limited