The unique associations established by consumers with particular products. For example, the emotional response to a certain shampoo ensures a product’s continual success, even though other makers may offer a superior product at the same price. Businesses place great importance in creating successful ESP with their product and customers. They do this by attempting to create an association for the customer between their product and the customer having feelings such as self-importance, value, safety, attraction, superiority.

See also:
Customer loyalty
Brand image