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Brand psychology :consumer perceptio...

Gabay, Jonathan.

Brand psychology :consumer perceptions, corporate reputations /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Brand psychology :Jonathan Gabay.
其他題名:	consumer perceptions, corporate reputations /
作者:	Gabay, Jonathan.
出版者:	London ;Kogan Page Ltd.,2015.
面頁冊數:	1 online resource (441 pages)
標題:	Branding (Marketing)Psychological aspects.
電子資源:	http://portal.igpublish.com/iglibrary/search/KOGANB0001026.html
ISBN:	9780749471736 $q(paperback)

Brand psychology :consumer perceptions, corporate reputations /
Gabay, Jonathan.

Brand psychology :consumer perceptions, corporate reputations /Jonathan Gabay. - London ;Kogan Page Ltd.,2015. - 1 online resource (441 pages)

Includes bibliographical references and index.

Brand psychology : consumer perceptions, corporate reputations -- Contents -- Introduction -- Chapter 1 : Believingis Not Seeing. Seeing is Believing -- Chapter 2 : Lies, Excuses and Further Justifications for Inconvenient Truths -- Chapter 3 : Brains, Brands, Bytes, Bolshevik Brawls and Teenage Tantrums -- Chapter 4 : Cloud-high Reputations, Big Media Personalities and Bigger Data -- Chapter 5 : Smoke and Mirroring -- Chapter 6 : Rings of Confidence -- Chapter 7 : Egg Whites, Whitewash and Snowflakes -- Chapter 8 : Flattered Trusted Minds and Fluttery Trusting Hearts -- Chapter 9 : Under the Influence -- Chapter 10 : From Addictive Self-interests to Interesting Selves --

"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?"--

ISBN: 9780749471736 $q(paperback)Subjects--Topical Terms:

736089
Branding (Marketing)
--Psychological aspects.

LC Class. No.: HF5415.1255 / .G33 2015

Dewey Class. No.: 658.8/27019

Brand psychology :consumer perceptions, corporate reputations /
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504 $a Includes bibliographical references and index.
505 0 $a Brand psychology : consumer perceptions, corporate reputations -- Contents -- Introduction -- Chapter 1 : Believingis Not Seeing. Seeing is Believing -- Chapter 2 : Lies, Excuses and Further Justifications for Inconvenient Truths -- Chapter 3 : Brains, Brands, Bytes, Bolshevik Brawls and Teenage Tantrums -- Chapter 4 : Cloud-high Reputations, Big Media Personalities and Bigger Data -- Chapter 5 : Smoke and Mirroring -- Chapter 6 : Rings of Confidence -- Chapter 7 : Egg Whites, Whitewash and Snowflakes -- Chapter 8 : Flattered Trusted Minds and Fluttery Trusting Hearts -- Chapter 9 : Under the Influence -- Chapter 10 : From Addictive Self-interests to Interesting Selves --
505 0 $a Chapter 11 : Brand Me -- Chapter 12 : Maslow: Misunderstood? -- Chapter 13 : The Church of Brand Ideology. Open for Redemption, 24/7 -- Introduction -- Chapter 14 : In the Spotlight -- Chapter 15 : Can we Still be Friends? -- Chapter 16 : IDs and CEGOs -- Chapter 17 : You Don?塟 Have to be Mad to Work Here: Brand Leadership and Psychosis -- Chapter 18 : Big Boys Don?塟 Cry -- Chapter 19 : The Authentic Employer Brand -- Chapter 20 : Brand Stories: Tell - Don?塟 Yell -- Chapter 21 : Rhetoric, Rules, Reasoning -- Chapter 22 : The Final Question First -- Index
520 $a "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?"-- $c Provided by publisher.
520 $a "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? Using both new and classic insights from social psychology, cognitive psychology and neuroscience, Brand Psychology reveals the hidden processes behind why certain brands command our loyalty, trust and - most importantly - disposable income. 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. Suitable for marketing, branding and PR professionals, reputation management specialists and students, Brand Psychology takes examples from e-cigarette legislation, the iPhone 5S's fingerprint ID technology, Barclays' branded bikes and the London 2012 Olympics, Miley Cyrus and the UK National Health Service's big data to reveal how to build a meaningful brand that resonates with the public"-- $c Provided by publisher.
650 0 $a Branding (Marketing) $x Psychological aspects. $3 736089
650 0 $a Brand name products $x Psychological aspects. $3 748782
650 0 $a Customer loyalty. $3 243345
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