Brand Psychology: Consumer Perceptions, Corporate Reputations

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( su 6 valutazioni fornite da GoodReads )
 
9780749471736: Brand Psychology: Consumer Perceptions, Corporate Reputations

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.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Recensione:

"Loyalty and retention have now become the cornerstones of modern sales and marketing and the winners of the future will be those brands that convince consumers they are not another 'me too' commodity but a trusted and valued 'us two' relationships. This... book... looks at topics such as neuroscience, psychotherapy and practical psychology....I would recommend this book to anyone involved in brand marketing, social media and business communications." ( John Joe McGinley, Principal at Glassagh Consulting, for FT Adviser 2015-04-23)

"Brand Psychology - supported by research from some of the world's leading psychology, business and management authorities - explains how the most complex data-processing system ever created - the human mind - tries to make sense of modern 'sophisticated' marketing & the data that drives it. Gabay explains the importance for brands to understand the nuances of why people buy - or otherwise - using techniques that cannot be outsourced to data scientists." ( Sally Hooton, The Global Marketing Alliance 2015-03-25)

"Brand Psychology is unquestionably extensively researched, well explained, and supported with great case studies to illustrate the points being made. Gabay delivers an impressive, insight-filled and stimulating book that will change how you see the world around you and your own actions, and uncovers what is really driving consumer attitudes and behaviours." ( John Ling, Chartered Institute of Marketing's Creative Communications Group Advisory Board 2015-03-27)

"a very thorough and engaging book which will become a must-read for all those working in and with branding, as well as a fascinating book worth reading for anyone with an interest in business and branding." ( The Bookbag 2015-04-03)

"It is a very useful guide for managers to understand what they need to do, and what their organisation's brands need to address, to convince buyers of the values of their brands. It covers ethics, consumer perceptions, big data, online disinhibition, media relations, technology channels, the psychology of the modern CEO and the language of brand storytelling. It will challenge the reader at the end of each chapter with 'Mind Prompts'. Did you know that within the space of a generation, consumers' expectation reflex has truncated from 10 days to 10 minutes? Do you know why it's important to know?" ( Malcolm Morley, author of Understanding Markets and Strategy 2015-04-24)

"Excellent!" ( Anouk Pappers, Cool Brands People 2015-03-05)

"an excellent detailed study of branding from both the brand and consumer perspective, backed up by case studies and advice from neuropsychologists, economists and industry participants." ( Roger Dooley 2015-05-07)

"Brand Psychology... takes a very human approach to the implications of Big Data" ( Smart Insights 2015-04-16)

Recensione:

"Brand Psychology - supported by research from some of the world's leading psychology, business and management authorities - explains how the most complex data-processing system ever created - the human mind - tries to make sense of modern 'sophisticated' marketing & the data that drives it. Gabay explains the importance for brands to understand the nuances of why people buy - or otherwise - using techniques that cannot be outsourced to data scientists." ( Sally Hooton, The Global Marketing Alliance 2015-03-25)

"Brand Psychology is unquestionably extensively researched, well explained, and supported with great case studies to illustrate the points being made. Gabay delivers an impressive, insight-filled and stimulating book that will change how you see the world around you and your own actions, and uncovers what is really driving consumer attitudes and behaviours." ( John Ling, Member of the Chartered Institute of Marketing's Creative Communications Group Advisory Board 2015-03-27)

"Loyalty and retention have now become the cornerstones of modern sales and marketing and the winners of the future will be those brands that convince consumers they are not another 'me too' commodity but a trusted and valued 'us two' relationships. This... book... looks at topics such as neuroscience, psychotherapy and practical psychology....I would recommend this book to anyone involved in brand marketing, social media and business communications." ( John Joe McGinley, Principal at Glassagh Consulting, for FT Adviser 2015-04-23)

"this is a very thorough and engaging book which will become a must-read for all those working in and with branding, as well as a fascinating book worth reading for anyone with an interest in business and branding." ( The Bookbag 2015-04-03)

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Gabay, Jonathan
ISBN 10: 0749471735 ISBN 13: 9780749471736
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. 233 x 154 mm. Language: English . Brand New Book. 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. Codice libro della libreria AA99780749471736

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Jonathan Gabay
Editore: Kogan Page Ltd, United Kingdom (2015)
ISBN 10: 0749471735 ISBN 13: 9780749471736
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Descrizione libro Kogan Page Ltd, United Kingdom, 2015. Paperback. Condizione libro: New. 233 x 154 mm. Language: English . Brand New Book. 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. Codice libro della libreria AA99780749471736

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Descrizione libro Kogan Page. PAPERBACK. Condizione libro: New. 0749471735 Brand New Book. Ships from the United States. 30 Day Satisfaction Guarantee!. Codice libro della libreria 17372465

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Descrizione libro Kogan Page Ltd, 2015. PAP. Condizione libro: New. New Book. Shipped from US within 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Codice libro della libreria I1-9780749471736

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Descrizione libro Kogan Page 2015-03-03, 2015. Condizione libro: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Codice libro della libreria NU-LBR-01493468

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Descrizione libro Kogan Page, 2017. Paperback. Condizione libro: New. This item is printed on demand. Codice libro della libreria 0749471735

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Descrizione libro Kogan Page, 2015. Condizione libro: New. Brand Psychology combines insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others and why some brands can weather crises while others cannot. Num Pages: 440 pages, black & white illustrations. BIC Classification: JM; KJS. Category: (G) General (US: Trade). Dimension: 235 x 156 x 25. Weight in Grams: 658. . 2015. Paperback. . . . . . Codice libro della libreria V9780749471736

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Descrizione libro Kogan Page. Paperback. Condizione libro: New. Paperback. 288 pages. 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 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 brands survival--How can brand confidence be rebuilt during a crisisCombining 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. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Paperback. Codice libro della libreria 9780749471736

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Jonathan Gabay
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Descrizione libro Kogan Page Ltd. Paperback. Condizione libro: new. BRAND NEW, Brand Psychology: Consumer Perceptions, Corporate Reputations, Jonathan Gabay, 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. Codice libro della libreria B9780749471736

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