자료유형  

 단행본

Control Number  

n903931186

International Standard Book Number  

9780749471743 electronic bk.

International Standard Book Number  

0749471743 electronic bk.

International Standard Book Number  

9780749471736

International Standard Book Number  

0749471735

Library of Congress Call Number  

HF5415.1255-.G33 2015eb

Dewey Decimal Classification Number  

658.8/27019-23

Main Entry-Personal Name  

Gabay, Jonathan.

Physical Description  

1 online resource.

Summary, Etc.  

요약"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"--해제Provided by publisher.

Summary, Etc.  

요약"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"--해제Provided by publisher.

Formatted Contents Note  

완전내용Machine 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 .

Subject Added Entry-Topical Term  

Branding (Marketing) Psychological aspects

Subject Added Entry-Topical Term  

Brand name products Psychological aspects

Subject Added Entry-Topical Term  

Customer loyalty

Subject Added Entry-Topical Term  

Corporate image

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Consumer Behavior.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Marketing / General.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Public Relations.

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Industrial Management

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Management

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Management Science

Subject Added Entry-Topical Term  

BUSINESS & ECONOMICS / Organizational Behavior

Additional Physical Form Entry  

Print versionGabay, Jonathan. Brand psychology 9780749471736 (DLC) 2015000569 (OCoLC)889167271

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:441034