Date of Award


Document Type

Campus Access Thesis



First Advisor

Deborah Brosdahl

Second Advisor

Jiyeon Kim


Apple has been named the most valuable company in the world. Part of that is contributed to the large loyal following Apple has garnered. Brand loyalty is becoming more important because brands are introducing products with the same attributes and firms have to do more to differentiate themselves. This paper will investigate what Apple is doing that gives them such a large loyal following, by studying brand identity, brand personality, and reputation with the social identity theory as the conceptual background. The results found that through regression these variables have a significant positive effect on brand loyalty.