Emotional brand affinity has emerged as a critical differentiator in consumer decision‑making, enabling brand loyalty and premium pricing even in price‑sensitive markets. Findings from Harvard Business Review show that authenticity rooted in a brand’s core beliefs can persuade consumers to pay more, beyond merely rating the product higher Harvard Business Review. Recent research underscores this: a global study surveying 4,000 consumers found that 68% of loyal customers say they would continue buying from their favorite […]
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