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William J. McEwen, Ph.D.

Global Practice Leader, Brand Engagement and author of Married to the Brand

William J. McEwen, Ph.D., is responsible for Gallup's initiatives in managing brand equity. He has worked with brand leaders in packaged goods, beverages, commodities, public utilities, and banking. He is author of Married to the Brand: Why Consumers Bond With Some Brands for Life and coauthor of the article "Inside the Mind of the Chinese Consumer," which was published by Harvard Business Review in March 2006.

Subject Matter Expertise

Brand Engagement -- Emotion of Brands -- Advertising Trends -- Brand Communications -- Customer Engagement

To schedule an interview with William J. McEwen or to learn more about Gallup practices and products, contact Eric Nielsen.

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Married to the Brand

Why Consumers Bond With Some Brands for LifeMarried to the BrandThis book tells the story of what makes profitable brand relationships work -- through the eyes of the consumer, not the marketer.
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