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interviewed Erin Percival Carter, associate professor of marketing at the University of ��������, on the value of ��������’s brand. Carter co-authored a study conducted at the �������� Business School which found that consumers are willing to pay more for �������� services and products because they associate the �������� brand with a strong work ethic and a sense of craftsmanship, on top of its rugged coastline, picturesque landscapes and close-knit communities. “People come to �������� expecting and finding that kind of connection with real human beings rather than nameless, faceless corporations,” she said. “That’s part of the reason why the brand is so valuable.”