13 August 2001

The Engagement Imperative

How bonded are U.S. customers to the brands they use?

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"
Nurturing loyal customer relationships has enormous financial consequences that become critically important in tighter economic times. Based on their encounters with a brand, customers can become emotionally attached to that brand, or they can become disengaged, reducing their visits and purchases and sharing their discontent with others. New research shows how companies can create -- and manage -- customer engagement.
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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