09 September 2004

Getting Emotional About Brands

Marketers realize that emotions are important. But they’re not quite sure why -- or what to do about it.

by William J. McEwen
Author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer"
What role do emotions play in consumer decisions? And what impact do those emotions have on hard-number business outcomes? Gallup scientists have been wrestling with these questions, and this article reveals six key findings.
William J. McEwen, Ph.D., is Global Practice Leader for Gallup's Brand Management practice. He is the author of Married to the Brand (Gallup Press, 2005) and coauthor of the Harvard Business Review article "Inside the Mind of the Chinese Consumer."
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See also
Stretching the Brand Until it Breaks?
Married to the Brand: Why Consumers Bond With Some Brands for Life
Private Labels Are Brands, Too
Building a Brand Relationship
Marketing’s Missing Link
Customer Satisfaction Doesn't Count
The Engagement Imperative
The Constant Customer
Beyond Customer Loyalty

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
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Copyright © 2009 Gallup, Inc. All rights reserved.
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