by William J. McEwen · Gallup Press · tapa dura · ISBN 9781595620057
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«Married to the Brand» is William J. McEwen's essay on brand loyalty, published by Gallup Press in hardcover (135 pages, in English).
Drawing on sixty years of Gallup's global research and numerous consumer cases, the book explains why some brands manage to create lasting emotional bonds and others do not. Written from the consumer's perspective, it argues that these connections can be measured and managed, and details practical strategies for companies to build profitable long-term relationships.
William J. McEwen was the leader of Gallup's global brand management practice and worked at agencies such as Leo Burnett and McCann-Erickson.
For marketing, advertising, and brand management professionals interested in consumer psychology and brand loyalty.
