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Capire il successo di Apple by Laferrere, Marguerite

Capire il successo di Apple

by Marguerite Laferrere
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Book cover type: Paperback
  • ISBN13: 9786208570231
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 56
  • Original Price: GBP 30.0
  • Language: Italian
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): General

I comportamenti di consumo sono spesso legati al desiderio di essere accettati dagli altri e, più precisamente, di acquisire prestigio sociale. Questo fenomeno è stato riconosciuto per quanto riguarda l'acquisto di alcuni marchi di lusso (Memushi, 2013) come Louis Vuitton o Chanel che fanno pagare migliaia di sterline per una borsa. Tuttavia, nel mondo moderno, le innovazioni tendono a essere dettate dalle tecnologie dell'informazione e della comunicazione e, a causa dei loro aspetti altamente funzionali, non è chiaro se il loro acquisto possa o meno essere collegato al consumo di status. Pertanto, questa ricerca analizzerà il legame tra innovazione e consumo di status esaminando un marchio predominante dell'elettronica di consumo: Apple. Lo scopo di questa ricerca è quindi quello di esaminare il fattore motivazionale dei consumatori quando decidono di acquistare i loro prodotti rispetto a quelli alternativi, fornendo al contempo indicazioni sulle tecniche di marketing che possono favorire la diffusione di prodotti innovativi sul mercato.

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