This study aims to understand the meanings that Apple consumers attribute to the brand. It also aims to test a brand identification model. To this end, a mixed-method approach has been adopted. Qualitative data were analysed using the Iramuteq computer program while for quantitative data structural equation modelling was used. The results show that when Apple consumers think about the brand, they think about the quality and the distinctive properties of and the different parts that make up the product. The results also indicate that customer satisfaction and social benefits precede brand identification, which leads to greater advocacy of, loyalty to and a greater tendency for an impulse buying of Apple products. These results provide useful insights into consumer-brand relationships from a social identity theory perspective and important implications for brand management strategies.

Consumer-Brand Identification; Brand Social Benefits; Customer Satisfaction; Brand Advocacy; Brand Loyalty