Building Brand Equity: The Impact of Brand Experience, Brand Love, and Brand Engagement—A Case Study of Customers’ Perception of the Apple Brand in China

Regardless of a customer’s social status, wealth, or country origin, Apple products have been notorious for establishing trends in regard to electronic devices. As 2019, China accounted 17% percent all sales. This has made possible large part due Chinese customers’ favorable image the brand and positive experience with products. study aimed examine impact experience, love, engagement on equity. The brand-love mediation role between engagement/brand equity was also explored. conceptual framework supported by exchange attribution theories. According analysis 339 respondents from China, significantly positively affects Apple’s Additionally, it discovered that love demonstrates significant mediating These findings can aid other manufacturers offering similar adapt their marketing competitive strategies order boost as result sales revenue.