Married to the brand: why consumers bond with some brands for life : lessons from 60 years of research into the psychology of consumer relationships

Book Cover
Average Rating
Publisher:
Gallup,
Pub. Date:
[2005]
Edition:
1st ed.
Language:
English
Description
Packed with stories and compelling discoveries from an impressive worldwide consumer database, Married to the Brand reveals why consumers bond with some brands -- but not others. Looking through the all-important eyes of the consumer, it shows what companies must do to build enduring and profitable brand relationships. Companies spend millions of dollars every year trying to court consumers. They invest in flashy advertising, celebrity endorsements, loyalty programs, Web sites . . . you name it. And they spend millions more trying to build their businesses through elaborate "relationship management" software. The result? Most marketers still aren't emotionally connecting with consumers. Sure, their strategies may draw raves, and their ads may win impressive awards at Cannes. They may even raise their brand awareness. But they too often fail to build enduring brand relationships. Put another way: Many marketers are great at wooing a "first date" with consumers -- yet lousy at creating a lasting marriage between buyer and brand. Married to the Brand tells 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, this book explores why people bond with some brands and not others. Emotions aren't simply warm, fluffy concepts. According to Married to the Brand, which draws on 60 years of Gallup Organization research into consumer psychology, emotional connections can be measured and managed. Married to the Brand shows you how. This is 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.
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ISBN:
9781595620057
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Grouping Information

Grouped Work ID77224583-8361-bf6f-a487-bc4aafc29733
Grouping Titlemarried to the brand why consumers bond with some brands for life lessons from 60 years of research
Grouping Authormcewen william j
Grouping Categorybook
Last Grouping Update2019-10-25 13:27:44PM
Last Indexed2019-12-05 05:14:00AM

Solr Details

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authorMcEwen, William J.
author_displayMcEwen, William J
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literary_form_fullNon Fiction
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owning_library_englewoodEnglewood Public Library
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primary_isbn9781595620057
publishDate2005
record_details
Bib IdFormatFormat CategoryEditionLanguagePublisherPublication DatePhysical Description
ils:.b37394885BookBooks1st ed.EnglishGallup, [2005]135 pages : illustrations ; 24 cm
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Bib IdItem IdGrouped StatusStatusLocally OwnedAvailableHoldableBookableIn Library Use OnlyLibrary OwnedHoldable PTypesBookable PTypesLocal Url
ils:.b37394885.i74569247On ShelfOn Shelffalsetruetruefalsefalsetrue48, 49, 50, 46, 47
subject_facetBrand loyalty
Consumers' preferences
Product management
title_displayMarried to the brand : why consumers bond with some brands for life : lessons from 60 years of research into the psychology of consumer relationships
title_fullMarried to the brand : why consumers bond with some brands for life : lessons from 60 years of research into the psychology of consumer relationships / by William J. McEwen
title_shortMarried to the brand
title_subwhy consumers bond with some brands for life : lessons from 60 years of research into the psychology of consumer relationships
topic_facetBrand loyalty
Consumers' preferences
Product management