oa Journal of Marketing - Apple reaps the fruits of success : brands @ work

Volume 2012, Issue 12
  • ISSN : 1811-9565



Apple's branding success is built on the sale of exceptional products and services that are invariably worth the hype surrounding them. Its reputation for quality was sufficient to convince AT&T to sign an exclusive deal for the iPhone before it was even released.

Loading full text...

Full text loading...


Article metrics loading...


This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error