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Opinion: Do consumers really shop in the name of love?

Tina Turner’s track What’s love got to do with it? is not only a great song that became the title of her autobiographical movie. It’s also a relevant and interesting question for retailers, brand strategists, and researchers to consider. As retail competition escalates on a global scale and across multiple channels, many brands and thought leaders have gravitated to the idea of ‘brand love’ as a way of differentiating. The hope is that getting consumers to love your brand wil