Abstract

This study questions the impact of cultural differences on Apple Inc. brand community in three countries: Sweden, Taiwan and Vietnam. On the basis of quantitative and qualitative research, two component factors of brand community are assessed: brand loyalty and psychological attachment to brand community. While the Taiwanese highly evaluate the role of brand loyalty for the formation of brand community and psychological attachment to a brand at moderate level; the Vietnamese consumers highly appreciate both the roles of two factors. In comparison, the Swedish have lowest level assessments. In brief, there are significant differences in the evaluations of these factors of the brand community in cross culture context. Besides, Hofstede’s national culture theory is applied as the explanation for the research findings. Last but not least, some implications are given to a brand marketer, especially for Apple Inc’s.