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

Abstract

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