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.
It’s likely that people first try the brands they become attached to through trial-and-error, or they may choose them after reading (or seeing) advertisements. After a brand is chosen, this fierce loyalty may have something to do with perceived status and "keeping up with the Joneses." Unknowncountry.com is a brand that many people are attached to, and for a GOOD REASON: You love us because we provide the best news and views anywhere on the internet, and we document all our stories with a link to an established scientific or media source. So don’t settle for generic, get the BEST–Subscribe today! Two year subscribers get a FREE 2011 crop circle calendar AND (while supplies last) a 2010 calendar that you can use RIGHT NOW.
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