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Introduction

In: Brand Romance

Author

Listed:
  • Yasushi Kusume
  • Neil Gridley

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.

Suggested Citation

  • Yasushi Kusume & Neil Gridley, 2013. "Introduction," Palgrave Macmillan Books, in: Brand Romance, pages 1-14, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-36901-7_1
    DOI: 10.1057/9781137369017_1
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