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    Building brand strength with cognitive, affactive, and behavioural marketing: a case study of Apple Inc
    (İstanbul Gedik Üniversitesi, Lisansüstü Eğitim Enstitüsü, 2025) Al-windi, Maryam Saad Shakir; Kesik, Ahmet
    Using Apple Inc. as a case study, this research aims to highlight the extent of the integration of cognitive, affective and behavioral marketing strategies in creating brand equity. In the era of global competitiveness, the strength of the brand becomes one of the determinants of the organization's viability within the market. Apple Inc. has become one of the top global brands as a result of their atypical marketing components — logic and functionality, emotional attachment and consumer action and loyalty. The research investigates how these marketing strategies benefit Apple in the creation of a strong brand image and increasing customer and market share. Qualitatively, this research focuses on the cognitive aspects of strategies, such as how innovative features and value of products were envisioned; affective aspects strategies such as what narratives and experiences the brand pursues; and behavioral aspects strategies such as what kind of ecosystems and activations the brand creates. The results of the research point out the likelihood of integrating all these dimensions into a single concept as an effective marketing strategy that deserves a wide attention of businesses trying to strengthen their brand equity within the context of brand equity in the present consumer economy.