Married to the brand: why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Gallup Press
2005
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 135 S. |
| ISBN: | 1595620052 |
Internformat
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| 245 | 1 | 0 | |a Married to the brand |b why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships |c by William J. McEwen |
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Datensatz im Suchindex
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^^^^^^^^^= CONTENTS ^^^^^^^^^
Introduction 1
Chapter 1. A Pathway to Brand Passion 9
Chapter 2. Why Consumers Marry Brands 15
Chapter 3. Brand Relationships: Why Companies Should Care. 25
Chapter 4. Brand Encounters: Connecting With Consumers 31
Chapter 5. Beginning a Lasting Relationship 41
Chapter 6. Five Ps: Tools for the Brand Building Trades 49
Chapter 7. The Brand Marriage: Winning Hearts and Minds 61
Chapter 8. Keeping the Brand Marriage Vows
Part 1: Brand Confidence 69
Chapter 9. Keeping the Brand Marriage Vows
Part 2: Brand Integrity 75
Chapter 10. Building on the Foundation: Brand Pride 85
Chapter 11. The Emotional Pinnacle: Brand Passion 93
Chapter 12. Brand Marriages and the Engagement Imperative 99
Chapter 13. The Value of a Healthy Brand Marriage 107
Chapter 14. Brand Marriage Management 115
Appendix A. Engagement Potential Rating Scales 127
Appendix B. Customer Engagement (CE") Rating Scales 129
Learn More 131
Acknowledgements 133 |
| adam_txt |
^^^^^^^^^= CONTENTS ^^^^^^^^^
Introduction 1
Chapter 1. A Pathway to Brand Passion 9
Chapter 2. Why Consumers Marry Brands 15
Chapter 3. Brand Relationships: Why Companies Should Care. 25
Chapter 4. Brand Encounters: Connecting With Consumers 31
Chapter 5. Beginning a Lasting Relationship 41
Chapter 6. Five Ps: Tools for the Brand Building Trades 49
Chapter 7. The Brand Marriage: Winning Hearts and Minds 61
Chapter 8. Keeping the Brand Marriage Vows
Part 1: Brand Confidence 69
Chapter 9. Keeping the Brand Marriage Vows
Part 2: Brand Integrity 75
Chapter 10. Building on the Foundation: Brand Pride 85
Chapter 11. The Emotional Pinnacle: Brand Passion 93
Chapter 12. Brand Marriages and the Engagement Imperative 99
Chapter 13. The Value of a Healthy Brand Marriage 107
Chapter 14. Brand Marriage Management 115
Appendix A. Engagement Potential Rating Scales 127
Appendix B. Customer Engagement (CE") Rating Scales 129
Learn More 131
Acknowledgements 133 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-02T14:03:17Z |
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| isbn | 1595620052 |
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| spelling | McEwen, William J. Verfasser aut 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 1. ed. New York Gallup Press 2005 135 S. txt rdacontent n rdamedia nc rdacarrier Brand loyalty Consumers' preferences Product management Kundenbindung (DE-588)4384508-3 gnd rswk-swf Marke (DE-588)4074577-6 gnd rswk-swf Gefühl (DE-588)4019702-5 gnd rswk-swf Marke (DE-588)4074577-6 s Kundenbindung (DE-588)4384508-3 s Gefühl (DE-588)4019702-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014658437&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | McEwen, William J. Married to the brand why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships Brand loyalty Consumers' preferences Product management Kundenbindung (DE-588)4384508-3 gnd Marke (DE-588)4074577-6 gnd Gefühl (DE-588)4019702-5 gnd |
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| title | Married to the brand why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships |
| title_auth | Married to the brand why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships |
| title_exact_search | Married to the brand why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships |
| title_exact_search_txtP | Married to the brand why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships |
| title_full | 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 |
| title_fullStr | 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 |
| title_full_unstemmed | 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 |
| title_short | Married to the brand |
| title_sort | married to the brand why consumers bond with some brands for life lessons from 60 years of research into the psychology of consumer relationships |
| title_sub | why consumers bond with some brands for life ; lessons from 60 years of research into the psychology of consumer relationships |
| topic | Brand loyalty Consumers' preferences Product management Kundenbindung (DE-588)4384508-3 gnd Marke (DE-588)4074577-6 gnd Gefühl (DE-588)4019702-5 gnd |
| topic_facet | Brand loyalty Consumers' preferences Product management Kundenbindung Marke Gefühl |
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