I get your point re general appliances but -on items or features where there was discretion to have or upgrade- think they bought more when they absolutely, 100% trusted the Kenmore brand to last. I bought Kenmore because it had proven to itself to me to be rock-solid. Would I forego replacing a dishwasher? No. Would I be more likely to buy an unnecessary counter-top icemaker if old-stalwart Kenmore made one at a competitive price? Probably.
Similarly, I'm certain they did when buying tools under the Craftsman brand with the lifetime warranty. (I did not buy Craftsman, as warranties don't mean jack to me -my time is too valuable to p##s away a half-day getting a tool replaced.)