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020			_a1595620052
020			_a9781595620057
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082	0	4	_a658.8343 _bM142m 2005
100	1		_950451 _aMcEwen, William J, _eautor
245	1	0	_aMarried to the brand : _bwhy consumers bond with some brands for life : lessons from 60 years of research into the psychology of consumer relationships / _cby William J. McEwen.
264	3	1	_aNew York : _bGallup, _c2005.
300			_a135 páginas : _bilustraciones
336			_atexto _btxt _2rdacontent
337			_ano mediado _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
505	0		_aIntroduction -- 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.
650	1	4	_986373 _aAdministración de productos.
650	1	4	_9332485 _aLealtad del consumidor.
650	1	4	_9128777 _aPreferencias de los consumidores.
942			_2ddc _cGEN
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