A Comparative Study on Brand Loyalty among Users of Apple Inc. and Samsung Electronics

Author(s)	Ms. Smriti Kumari
Country	India
Abstract	Brand loyalty has become one of the most important concepts in the smartphone industry due tointense market competition and rapid technological development. This study focuses oncomparing the level of brand loyalty among users of Apple and Samsung smartphones. Theresearch examines customer satisfaction, product quality, pricing strategy, brand image,innovation, and after-sales service to understand their influence on customer loyalty.
Keywords	Brand Loyalty, Consumer Behaviour, Smartphone Industry, Customer Satisfaction, Apple Inc., Samsung Electronics, Brand Image, Repurchase Intention, Product Quality, Customer Retention, Innovation, Pricing Strategy, Customer Experience, Brand Preference, Smartphone Users, Marketing Strategy, Consumer Loyalty, Technology Adoption, After-Sales Service, Brand Equity
Field	Business Administration
Published In	Volume 8, Issue 3, May-June 2026
Published On	2026-05-31

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