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Brand psychology : consumer perceptions, corporate reputations /

By: Gabay, Jonathan.
Publisher: London ; Philadelphia : Kogan Page, 2015Description: 430 pages ; illustrations : 24 cm.Content type: text $2 rdacontent | text | still image Media type: unmediated $2 rdamedia | unmediated Carrier type: volume $2 rdacarrier | volumeISBN: 9780749471736 (paperback); 9780749471736:; 0749471735 (paperback).Subject(s): Branding (Marketing) -- Psychological aspects | Brand name products -- Psychological aspects | Customer loyalty | Corporate imageDDC classification: 658.827019
Contents:
Machine generated contents note: Left Lobe -- Chapter 1: Introduction -- Chapter 2: Lies, excuses and further justifications for inconvenient truths -- Chapter 3: Brains, brands, bytes and Bolshevik brawls -- Chapter 4: Getting to know you -- from reputation in the cloud to big data on chips -- Chapter 5: Smoke and mirroring -- Chapter 6: Rings of confidence -- Chapter 7: Egg whites, white wash and Snow flakes -- Chapter 8: Flattered trusted minds and fluttery trusting hearts -- Chapter 9: Under the influence -- Chapter 10: Believing is not seeing. Seeing is believing -- Chapter 11: From addictive self-interest to interesting selves -- Chapter 12: Brand me -- Chapter 13: Maslow -- misunderstood? -- Chapter 14: The Church of Brand Ideology: open for redemption, 24/7Right Lobe -- Chapter 15: In the spotlight -- Chapter 16: Can we still be friends? -- Chapter 17: Oh Lord it's hard to be humble when you're perfect in every way -- Chapter 18: The cold-hearted wolf thrives on warm-blooded sheep -- Chapter 19: Big boys don't cry -- Chapter 20: The authentic employer brand -- Chapter 21: Brand stories -- tell, don't yell -- Chapter 22: Rhetoric rules reasoning -- Chapter 23: The final question first .
Summary: 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, this book 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.827019 GAB (Browse shelf(Opens below)) 1 Available 0092549
Total holds: 0

Includes bibliographical references and index.

Machine generated contents note: Left Lobe -- Chapter 1: Introduction -- Chapter 2: Lies, excuses and further justifications for inconvenient truths -- Chapter 3: Brains, brands, bytes and Bolshevik brawls -- Chapter 4: Getting to know you -- from reputation in the cloud to big data on chips -- Chapter 5: Smoke and mirroring -- Chapter 6: Rings of confidence -- Chapter 7: Egg whites, white wash and Snow flakes -- Chapter 8: Flattered trusted minds and fluttery trusting hearts -- Chapter 9: Under the influence -- Chapter 10: Believing is not seeing. Seeing is believing -- Chapter 11: From addictive self-interest to interesting selves -- Chapter 12: Brand me -- Chapter 13: Maslow -- misunderstood? -- Chapter 14: The Church of Brand Ideology: open for redemption, 24/7Right Lobe -- Chapter 15: In the spotlight -- Chapter 16: Can we still be friends? -- Chapter 17: Oh Lord it's hard to be humble when you're perfect in every way -- Chapter 18: The cold-hearted wolf thrives on warm-blooded sheep -- Chapter 19: Big boys don't cry -- Chapter 20: The authentic employer brand -- Chapter 21: Brand stories -- tell, don't yell -- Chapter 22: Rhetoric rules reasoning -- Chapter 23: The final question first .

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, this book 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.

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