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In this article we would like to respond to Romaniuk’s (2013) Viewpoint article "What’s (brand) love got to do with it?" and provide our point of view regarding brand love. While we agree with some of the limitations she points out in Batra et al.’s (2012) article, and acknowledge them, we disagree with her statement that there is ‘no evidence that building brand love leads to higher market share, sales or profitability’ (Romaniuk 2013, p. 185). It is conceivable that there was no evidence when she wrote the article in 2013. However, as this article illustrates, we have since 2013 conducted our own research based on more than 1 million respondents and 4,000 brands across 200 categories, and can provide evidence that brand love leads to greater profitability and total shareholder return.

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International Journal of Market Research



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Marketing Commons