The symbolic value of the iPhone brand for the base of the pyramid
DOI:
https://doi.org/10.51359/2526-7884.2021.248835Keywords:
Apple, brand symbolism, low income, consumption.Abstract
The limited knowledge about consumption at the base of the pyramid ends up preventing the great emphasis that this segment of consumers places on material culture from being perceived. In order to collaborate with studies on the theme, this research aimed to identify the different attributes linked to the symbolism of the iPhone brand compared to the different smartphone brands, in the view of individuals at the base of the pyramid. For this, 24 interviews were carried out with lowincome individuals who own an iPhone, using the Snowball technique. The iPhone and Apple are defined as strong brands that occupy a different level in people's perception, with the iPhone being considered as a luxury cell phone. Participants claim that other smartphones are viewed with inferiority and often iPhone users call their devices “my iPhone” and not “my cell phone”. They also point out that most people see great status on the Apple smartphone and claim that, as much as they often do not assume, the purchase by status is visible. There is a link between iPhone and wealth, and the prestige offered by the device is something that appeals to low-income individuals.References
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