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Thumbnail for Romancing the brand : how brands create strong, intimate relationships with customers

Romancing the brand : how brands create strong, intimate relationships with customers

Halloran, Tim, 1969-2014
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resisting m...
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Thumbnail for Romancing the brand : how brands create strong, intimate relationships with customers

Romancing the brand : how brands create strong, intimate relationships with customers

Halloran, Tim, 1969-2014
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