Research Catalog

Brand psychology : consumer perceptions, corporate reputations

Title
Brand psychology : consumer perceptions, corporate reputations / Jonathan Gabay.
Author
Gabay, J. Jonathan.
Publication
London ; Philadelphia : Kogan Page, 2015.

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TextUse in library HF5415.1255 .G33 2015Off-site

Details

Description
430 pages : illustrations; 24 cm
Summary
"Revealing the hidden processes behind why certain brands command our loyalty and trust, Brand Psychology looks at how to build up a positive brand image through Corporate Social Responsibility and ethical transparency.Reputation management authority Jonathan Gabay takes readers on a tour of the corporate, political and personal brands whose understanding of consumer psychology has either built or broken them, with examples such as e-cigarette legislation, the London 2012 Olympics, the iPhone 5S's fingerprint ID technology and Miley Cyrus.He answers key questions about brand and reputation management, including: --Why do we trust some brands more than others? --How important is integrity for a brand's survival? --How can brand confidence be rebuilt during a crisis?Combining practical, how-to advice on media relationships and crisis management, with an exploration of reputation psychology and consumer motivation, Brand Psychology reveals how to build a meaningful brand that resonates with the public"--
Subject
  • Branding (Marketing) > Psychological aspects
  • Brand name products > Psychological aspects
  • Customer loyalty
  • Corporate image
  • corporate image
  • BUSINESS & ECONOMICS > Consumer Behavior
  • BUSINESS & ECONOMICS > Marketing > General
  • BUSINESS & ECONOMICS > Public Relations
  • Business and Management
  • Markenpolitik
  • Neuroökonomik
  • Verbraucherverhalten
  • Stratégie de marque > Aspect psychologique
  • Produits de marque > Aspect psychologique
  • Fidélité à une marque
  • Entreprises > Image
  • Marknadsföring > psykologiska aspekter
  • Kundlojalitet
Note
  • Includes index.
Bibliography (note)
  • Includes bibliographical references and index.
Contents
  • In the left lobe. Believing is not seeing, seeing is believing -- Lies, excuses and further justifications for inconvenient truths -- Brains, brands, bytes, Bolshevik brawls and teenage tantrums -- Cloud-high reputations, big media personalities and bigger data -- Smoke and mirroring -- Rings of confidence -- Egg whites, whitewash and snowflakes -- Flattered trusted minds and fluttery trusting hearts -- Under the influence -- From addictive self-interests to interesting selves -- Brand me -- Maslow : misunderstood? -- The Church of Brand Ideology : open for redemption 24/7.
  • In the right lobe. In the spotlight -- Can we still be friends? -- Ids and CEgOs -- You don't have to be mad to work here : brand leadership and psychosis -- Big boys don't cry -- The authentic employer brand -- Brand stories : tell, don't yell -- Rhetoric, rules, reasoning -- The final question first.
ISBN
  • 9780749471736
  • 0749471735
  • 9780749471743 (canceled/invalid)
LCCN
2015000569
OCLC
  • ocn889167271
  • 889167271
  • SCSB-1811878
Owning Institutions
Princeton University Library