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.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Copyright information
© 2013 Yasushi Kusume and Neil Gridley
About this chapter
Cite this chapter
Kusume, Y., Gridley, N. (2013). Introduction. In: Brand Romance. Palgrave Macmillan, London. https://doi.org/10.1057/9781137369017_1
Download citation
DOI: https://doi.org/10.1057/9781137369017_1
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-47481-3
Online ISBN: 978-1-137-36901-7
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)