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Business professor Marc Fetscherin has co-authored a new study that introduces an important idea in marketing: brand compassion. Published in the Review of Marketing Science, the research examines how feelings of care and concern can strengthen the bond between people and the brands they love. The article, “From Love to Loyalty: The Role of Brand Compassion in Brand Relationships Among Fashion Consumers,” explains that compassion is more than just liking a brand. It means customers are willing to stand by and support a brand even when it faces difficulties.

Working with colleagues Khalid Hussain, Muhammad Junaid, and Moazzam Ali, Fetscherin surveyed young fashion consumers to see how emotions like love, attachment, and compassion shape loyalty. Their results show that compassion is different from love or attachment alone. According to Fetscherin, “When people feel compassion for a brand, they don’t just buy its products—they care about its future. That care can turn into lasting loyalty.”

Fetscherin and his co-authors argue that the message is clear: Compassion matters. By acting responsibly, being transparent, and showing care for customers and communities, brands can inspire people not only to purchase but also to stick with them for the long run.

• Marc Fetscherin |
• Business Management |
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