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Why customers stick with troubled brands: Emotional attachment may override perceived risk

Why customers stick with troubled brands: Emotional attachment may override perceived risk
Phys.org Tuesday 07 July 2026, 01:00 UTC 1 min read
Key Points

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.

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.
the International Journal of Business and Emerging Markets (ORG)
Originally published by Phys.org Read original →

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