Almeida, Margarida; Sousa, Eva; Rodrigues, Carolina; … - In: Administrative Sciences 11 (2021) 1, pp. 1-14
on the podium of preference of consumers. This work intends to understand how the communication strategies of Apple and …, an association was found between having only one device and having more products of the brand, with Apple users having … more frequently more than one of the brand's products than Samsung users. We thus concluded that Apple consumers are more …