Brand perceptions in Generation Z: Case of Apple in Spain

• Autor(a) principal: Matellanes Lazo, Mónica
• Data de Publicação: 2023
• Outros Autores: Marco Castro, Carolina
• Tipo de documento: Artigo
• Idioma: spa
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://doi.org/10.23882/rmd.23159
• topic: Palabras clave: Marca; Percepción; Comunicación; Marketing; Comunidad.

In the world of marketing and advertising, what determines purchasing behavior are the perceptions that the consumer has about a product or service. It is not relevant that a brand is the best in terms of quality or innovation as long as the consumer does not perceive it as such. In the launch of its products, from its presentation, through the shopping experience to the user experience, Apple has sought to stimulate the senses. This is fueled by the extreme obsession with perfectionism and small details that Apple develops through sensory marketing. This article tries to find out if the devotion that consumers have for the Apple brand is above the products that it launches. Through an interview with a professional in the field of marketing and a survey of 274 people belonging to generation Z mostly, although there is 11% of the millennial generation. Data has been obtained in which the Apple community is faithful to its products and is drawn by the news of the generation. great brand, regardless of economic value and being dragged along as if it were a religion.