8 December 2005

Can This Brand Marriage Be Saved?

A marketing expert reveals why consumers make lifetime commitments to some brands -- and divorce others

A GMJ Q&A with William J. McEwen, author of Married to the Brand (Gallup Press, November 2005)
Why do consumers make lifetime commitments to some brands, while "divorcing" others? What happens to customers when they feel the brand promise has been broken? The author of the recently released Married to the Brand tackles these and other questions on the minds of marketers.
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