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Married to the Brand: Why Consumers Bond with Some Brands for Life
Married to the Brand: Why Consumers Bond with Some

Our Price: $25.00
By William J. McEwen (au)
Year: 2005
Pages: 135
Binding Hardcover
ISBN 1595620052

Product Code: 1437963463

Provides a strategic framework to measure and manage one of a company’s greatest strategic assets: the relationship between a brand and its consumers. Here is the story of what makes profitable brand relationships work -- through the eyes of the consumer, not the marketer. Packed with stories and compelling discoveries from a worldwide consumer database, it explores why people bond with some brands and not others. Drawing on 60 years of Gallup Org. research into consumer psychology, this book shows how emotional connections can be measured and managed. A must-read for profit-obsessed marketers everywhere -- from the boardroom, where strategies are formulated, to the front lines, where employees “live” the brand every day. Illus.

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