The Reliability of Emotional Attachment

There are strong positive relationships among these four elements:

1. Cognitive element . . ..customers being aware of your brand, thinking about the brand, developing a first impression of  your brand.
2. Initial behavior . . ..making a decision to give your brand a trial run.
3. Emotional element . . ..devoted feelings and passion for your brand.
4. Sustained behavioral element . . ..recommending your brand, evangelizing about your brand.

Dr. David A. Wegge