A 'brand' new world: Attachment runs thicker than money
Thursday, November 4, 2010 - 13:21
in Psychology & Sociology
Can you forge an emotional bond with a brand so strong that, if forced to buy a competitor's product, you suffer separation anxiety? According to a new study from the USC Marshall School of Business, the answer is yes. In fact, that bond can be strong enough that consumers are willing to sacrifice time, money, energy and reputation to maintain their attachment to that brand.