# Prof. Priya Raghubir on the brand loyalty of Apple's customers

1 Faculty News March 16, 2012 ![Reuters logo](/sites/default/files/styles/246w/public/assets/images/con_030503.jpg?itok=0OAgrDF0)>

Excerpt from [Reuters](http://www.reuters.com/video/2012/03/16/why-apple-customers-turn-a-blind-eye?videoId=231860002&videoChannel=1) -- "It's what the brand represents, not necessarily only lifestyle. So lifestyle could be part of it but the overall personality, what it signals to that consumer about the consumer themselves, which is smart, innovative, cutting edge, and worth a few extra dollars."

[Watch the video](http://www.reuters.com/video/2012/03/16/why-apple-customers-turn-a-blind-eye?videoId=231860002&videoChannel=1)

Additional coverage appeared on [NTDTV](http://english.ntdtv.com/ntdtv_en/news_northamerica/2012-03-17/why-apple-customers-turn-a-blind-eye.html) and [SkyNews.com](http://www.skynews.com.au/tech/article.aspx?id=730042&vId=).