Everyone is a consumer. We all have predilections about the items we purchase and the brands we prefer. Many of these preferences are formed by marketing, influenced by the experiences of our social network, as well as our own first-hand knowledge. You know this scenario – you have a great experience at a local eatery. You promise to return and even post a glowing review on social media. Or the reverse happens – you have a terrible experience, vow to never return, caution your friends not to frequent the place and maybe even post a negative review on social media. But how does brand sentiment impact the auto lending industry?