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Love and desire in the digital world
This paper argues that brand owners seeking to increase engagement and even to prompt love of their brands should look to evidence from entertainment content and personal relationships to devise a model for growing engagement with their products.It includes evidence from appreciation and engagement research purporting to show that there was a halo effect and transference from a beloved programme to a brand associated with the programme.
By only relying on personal opinions or guesswork, not facts, you risk wasting millions of dollars, losing credibility and impact.
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