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Brand Psychology

Consumer Perceptions, Corporate Reputations
BuchGebunden
440 Seiten
Englisch
Kogan Pageerschienen am03.03.2016
Combine insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others, and why some survive crises while others don't.mehr
Verfügbare Formate
BuchKartoniert, Paperback
EUR43,10
BuchGebunden
EUR122,10

Produkt

KlappentextCombine insights from cognitive psychology, social psychology and neuroscience to reveal why we trust some brands more than others, and why some survive crises while others don't.
Details
ISBN/GTIN978-0-7494-7910-7
ProduktartBuch
EinbandartGebunden
Erscheinungsjahr2016
Erscheinungsdatum03.03.2016
Seiten440 Seiten
SpracheEnglisch
MasseBreite 161 mm, Höhe 240 mm, Dicke 28 mm
Gewicht824 g
Artikel-Nr.38087350
Rubriken
GenreWirtschaft

Inhalt/Kritik

Inhaltsverzeichnis
Chapter - 00: Introduction;Chapter - 01: Believing is not seeing. Seeing is believing;Chapter - 02: Lies, excuses and further justifications for inconvenient truths;Chapter - 03: Brains, brands, bytes, Bolshevik brawls and teenage tantrums;Chapter - 04: Cloud-high reputations, big media personalities and bigger data;Chapter - 05: Smoke and mirroring;Chapter - 06: Rings of confidence;Chapter - 07: Egg whites, whitewash and snowflakes;Chapter - 08: Flattered trusted minds and fluttery trusting hearts;Chapter - 09: Under the influence;Chapter - 10: From addictive self-interests to interesting selves;Chapter - 11: Brand me;Chapter - 12: Maslow: misunderstood?;Chapter - 13: The church of brand ideology. Open for redemption 24/7;Chapter - 14: In the spotlight;Chapter - 15: Can we still be friends?;Chapter - 16: IDs and CEGOs;Chapter - 17: You don´t have to be mad to work here: brand leadership and psychosis;Chapter - 18: Big boys don´t cry;Chapter - 19: The authentic employer brand;Chapter - 20: Brand stories: tell - don´t yell;Chapter - 21: Rhetoric, rules, reasoning;Chapter - 22: The final question firstmehr

Autor

Jonathan Gabay is a creative strategist, educator and writer. He has held several major advertising and marketing roles, including that of Group Creative Head at Saatchi and Saatchi Direct, where he worked with some of the most respected names in creative advertising, marketing, PR, the media and education. His books and business insights are featured throughout academia and regularly sought by news media including CNN, ABC, BBC and Bloomberg.