Brand Admiration: Building a Business People Love, the authors argue that strong brand reverence has a direct impact on the following: Ultimately, all of those things can have a very tangible impact ...

(Hint: Check out #SpiritAirlines on Twitter.) So, why the difference? Two words: brand admiration—a new concept about to be introduced by marketing researchers C. Whan Park, Deborah J. MacInnis, and ...