September 24, 2007

Emotional Brand Loyalty

"Brand loyalty is largely emotional, it's also inscrutable and fickle, and easily bored. But it's universal that, by and large, loyalists want their heros to be consistently decent human beings."

How has a celebrity affected your view of a product? Have you been influenced by the use if a celebrity in an ad? How and why does it work?

Please respond to these questions and the comments left by classmates.