Organizing the marketing actions around premium price and loyalty in technological brands: the case of Apple

The purpose of this study is to find out the behavioural differences of each generational cohort and to understand the effect on consumers’ willingness to pay a premium price and on brand loyalty in the case of technological brands. The research also aims to explore the impact on companies’ strategy and marketing processes. The study follows a quantitative research design and uses a survey as a tool to collect data. The present work may enable firms to be more targeted in their approach to create competitive advantage and strong relationships with their audiences. Marketers and practitioners must recognize and take into consideration the differences across generational cohorts when developing their marketing strategy. Keywords Brand, Generation, Authenticity, Premium Price, Technological brand.