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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1 Item
| Status | Format | Access | Call Number | Item Location |
|---|---|---|---|---|
| Book/Text | Use in library | HF5415.1255 .G33 2015 | Off-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