Viewpoint: The power of brand love

This Viewpoint aims to provide evidence that brand love can lead to greater profitability and total shareholder return.

The power of brand love

Ryan Barker and Jeffrey Peacock

BERA Brand Management

Marc Fetscherin

Rollins College

In this article we would like to respond to Romaniuk’s (2013) Viewpoint article ‘What’s (brand) love got to do with it?’ and provide our point of view regarding brand love. While we agree with some of the limitations she points out in Batra et al.’s (2012) article, and acknowledge them, we disagree with her...

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