Apostrophes in databound data

This might be a JavaScript problem, but I'm not sure, so I'm taking a bet on those who know ASP.NET, know JavaScript too....

I'm calling a javascript function that has apostrophes in the arguement strings:

Code:

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<a href="JavaScript:alert('Mervyn's');">Mervyn's</a><br>

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Of course in this example, I could escape the ', to

Code:

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alert('Mervyn\ 's') //without the space, of course

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but of course the problem isn't that simple. I'm databinding the arguement like this:

Code:

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<a href="JavaScript:alert('<%#DataBinder.Eval (Container.DataItem, "StoreName")%>');">
  <%#DataBinder.Eval(Container.DataItem, "StoreName")%>
</a>

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This doesn't work when there's an apostrophe in the store name. It seems that there would be a way around this, but I haven't figured it out yet. How can I make sure apostrophe's in StoreName don't break my code?

Thanks.