A business entity sends out a powerful brand message with its name, logo & design, and customer service. Incidentally these are the touch points of a brand with which it is remembered among the masses.
Just imagine waking up every day to go to work doing what you love.
If asked, the people that choose to support the local community store will say they like the people there, they want to see them succeed, and they feel it holds a better atmosphere.
In a world full of, and increasingly defined by, brands, there is often very little through which you can differentiate between them. Two, or more, different brands may offer the same product, at similar prices, with equal quality, and the only differences between the two would be negligible, if apparent to you at all.
Why is it that a particular billboard, poster, or social media ad instantly brings a smile to your face? Why it is that sometimes tears roll down your cheeks while watching an ad on some visual platform?