Gotcha!
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, 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. Researchers C. Whan Park and Joseph A. DeBell asked consumers about several prominent brands: Quaker Oats oatmeal, iPod, and a university. Their study suggests that the greater a person’s brand attachment, the greater sacrifices a consumer will make to connect with or remain connected to it. In fact, their study suggests that this brand attachment can even be strong enough to induce separation anxiety when favorite brands are replaced by other products.read more