Why customers stick with troubled brands: Emotional attachment may override perceived risk
Strong emotional attachment to a brand may help explain why some consumers remain loyal even in the wake of negative publicity, according to research published in the International Journal of Business and Emerging Markets.
Image: Phys.org
Strong emotional attachment to a brand may help explain why some consumers remain loyal even in the wake of negative publicity, according to research published in the International Journal of Business and Emerging Markets.
Originally published at Phys.org
