Aspirational branding. A lot of the kind of idiots out there who get in arguments about coke vs pepsi or nike vs adidas will also only eat at mcdonalds.
I run a small business and the hardest part is getting my product in people's hands. I generally get great feedback since my product is better than the big companies and literally half the price but the hard part is getting people to even try it.
They're brainwashed by 'aspirational branding' to think buying the expensive shitty product makes them seem 'cool.'
You see it all the time on social media. Big company releases a new shitty, overpriced product and all the lemmings can't wait to buy it and post a picture of them holding it on Instagram to show off.
Just go on Instagram and search
#McDonalds and see all the clapping seals posing for selfie with a burger.
Or look at the iphone vs android arguments. The iphone argument 99% of the time is if you don't have an iphone, you're poor. These same people will whine about capitalism and how they can't afford a house. Meanwhile they have a $800/month car payment on a brand new truck they use to go to work every day and buy groceries.
Aspirational branding convinces the customer that they share in the glory of the business so they flock to support the biggest business.