Chains lose "specialness" when they land in fans' backyard

Fans of foreign brands seem to lose some of their brand loyalty when the chains open stores in their hometown, a quirk recently illustrated when popular US apparel chain J.Crew opened its first stores in Canada. "When you wore something special that wasn't readily available in Canada, it communicated your commitment to shopping, your experience in traveling, your good taste," said marketing professor Alan Middleton.

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