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The Impact of Brand Innovativeness on Customer Loyalty—Take Apple Inc. as an Example

Brand innovativeness, long been recognized as a critical aspect in developing a company, is conventionally considered to be useful in acquiring new customers. However, mixed findings have been focusing on the impact of brand innovativeness on customer loyalty. This article takes Apple Inc. as an example by interviewing Apple users and former Apple users to find out the double-edged impact of brand innovativeness. The result shows that meaningful product innovation shed positive impact on customer loyalty while product newness that lack valuable features may impair customer loyalty.