A few years ago, my wife bought her first pair of TOMS shoes. At the time, it wasn't a purchase driven by philanthropic admiration of the company's famous "one-for ...
(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 ...
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