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 image![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library Main Lending Collection | 658.827019 GAB (Browse shelf(Opens below)) | 1 | Available | 0092549 |
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.