TY  - BOOK
AU  - McEwen,William J
TI  - Married to the brand: why consumers bond with some brands for life : lessons from 60 years of research into the psychology of consumer relationships 
SN  - 1595620052
U1  - 658.8343 
PY  - 2005///
CY  - New York
PB  - Gallup
KW  - Administración de productos
KW  - Lealtad del consumidor
KW  - Preferencias de los consumidores
N1  - Introduction -- 1. A pathway to brand passion -- 2. Why consumers marry brands -- 3. Brand relationships : why companies should care -- 4. Brand encounters : connecting with consumers -- 5. Beginning a lasting relationship -- 6. Five Ps : tools for the brand-building trades -- 7. The brand marriage : winning hearts and minds -- 8. Keeping the brand marriage vows -- Part 1 : brand confidence -- 9. Keeping the brand marriage vows -- Part 2 : brand integrity -- 10. Building on the foundation : brand pride -- 11. The emotional pinnacle : brand passion -- 12. Brand marriages and the engagement imperative -- 13. The value of a healthy brand marriage -- 14. Brand marriage management -- Appendix A. Engagement potential rating scales -- Appendix B. Customer engagement (CE¹¹) rating scales -- Learn more
ER  -