A new study from the USC Marshall School of Business founds that our attachments to brands are more powerful than previously understood: People are willing to sacrifice cash, time, energy, and reputation to maintain connections to particular brands. As the press release puts it, “It is brand attachment that explains consumers’ devotion to the iPod, fans’ intense reaction at celebrity deaths and the torment of teenagers who are denied their favorite brand of jeans.” Ha! Teenagers are the worst.
In general this doesn’t sound that earth-shattering to me, but it did get me thinking, fascinatingly, about brands and feelings. Continue reading