Brands that serve a region while being an innate part of it enjoy special advantages. Here in Cincinnati, Skyline Chili doesn’t have to tweak its recipe to appeal to new consumers, as parents will enthusiastically introduce the local staple to their children. Being part of a community, a part of a place’s history, drives emotional connections that yield the informal, hard-to-pin-down form of customer loyalty, that is best dubbed “emotional loyalty.”

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