Brand loyalty is a calculated effort to create irrational attachments that survive competition

Evidence

As economist Edward Chamberlin, in his 1933 work The Theory of Monopolistic Competition, alleged, the creation of strong brand loyalties, having little to do with intrinsic value, was a calculated effort to foster irrational attachments by which a brand might survive competition from other brands that were as good or better. — Tim Wu, The Attention Merchants, 273

Categorization

• XREF: Chamberlin’s monopolistic competition theory connects to the economic-institutions texts in the reader’s knowledge base on how markets actually function. — connects to: Brand rent exploits status signaling and positional goods demand — Yanis Varoufakis, Technofeudalism: What Killed Capitalism, 805; Brands profit by monetizing user-generated word-of-mouth influence. — Alice E. Marwick, Status Update: Celebrity, Publicity,…, 253

Broader Connections

• Brand rent exploits status signaling and positional goods demand #expands (0.82) — Yanis Varoufakis, Technofeudalism, 805
• Brands profit by monetizing user-generated word-of-mouth influence. #expands (0.75) — Alice E. Marwick, Status Update, 253