1.1. Research Questions

The following are the research questions of the study:

1. What is the relationship between brand performance and customer loyalty?

2. What are the major factors behind the extreme customer loyalty of Apple iPhone

users?

3. What is the impact of brand performance on customer loyalty, as per the case of

Apple Inc.?

1.2. Research Aims and Objectives

The following aims and objectives were considered throughout the research:

1. To examine the relationship between materialism and customer loyalty

2. To examine the relationship between materialism and customer loyalty

3. To examine the relationship between materialism and customer loyalty

4. To examine the relationship between functionality and customer loyalty

5. To examine the relationship between brand value and customer loyalty

6. To study the customer loyalty factor of Apple iPhone users

7. To analyze the brand performance of Apple iPhone users in contrast to

potential

customer loyalty for the brand.

Research Hypothesis

H1: There is a significant relationship between materialism and customer loyalty

H2: There is a significant relationship between tech Savviness and customer loyalty

H3: There is a significant relationship between social status and customer loyalty

H4: There is a significant relationship between functionality and customer loyalty

H5: There is a significant relationship between brand value and customer loyalty