(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 ...

Editor's note: This article is part of a series exploring the characteristics of brand admiration, including why it matters and how B2B and B2C businesses can benefit from investing it. To find out ...