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...