Introduction

Yasushi Kusume and Neil Gridley

A chapter in Brand Romance, 2013, pp 1-14 from Palgrave Macmillan

Abstract: Abstract Much as two parents offer unconditional love to their children, a “loved” brand offers unconditional love to its specific audience. And just as with parents, such a brand should not expect any return of that love. Instead, if it treats its loved ones with true care and attention, then they will – we believe – come to understand the brand’s values and beliefs. And when they come to share those values and beliefs, they will return the brand’s love to it.

Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36901-7_1

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DOI: 10.1057/9781137369017_1

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