Married 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.

Introduction -- Ch. 1. A pathway to brand passion -- Ch. 2. Why consumers marry brands -- Ch. 3. Brand relationships : why companies should care -- Ch. 4. Brand encounters : connecting with consumers -- Ch. 5. Beginning a lasting relationship -- Ch. 6. Five Ps : tools for the brand-building trades -- Ch. 7. The brand marriage : winning hearts and minds -- Ch. 8. Keeping the brand marriage vows part 1 : brand confidence -- Ch. 9. Keeping the brand marriage vows part 2 : brand integrity -- Ch. 10. Building on the foundation : brand pride -- Ch. 11. The emotional pinnacle : brand passion -- Ch. 12. Brand marriages and the engagement imperative -- Ch. 13. The value of a healthy brand marriage -- Ch. 14. Brand marriage management -- App. A. Engagement potential rating scales -- App. B. Customer engagement (CE[superscript 11]) rating scales -- Learn more.

"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."--Jacket.

Machine converted from AACR2 source record.