Brand Psychology: Consumer Perceptions, Corporate Reputations Contributor(s): Gabay, Jonathan (Author) |
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ISBN: 0749471735 ISBN-13: 9780749471736 Publisher: Kogan Page OUR PRICE: $40.84 Product Type: Paperback - Other Formats Published: March 2015 |
Additional Information |
BISAC Categories: - Business & Economics | Public Relations - Business & Economics | Marketing - General - Business & Economics | Consumer Behavior - General |
Dewey: 658.827 |
LCCN: 2015000569 |
Physical Information: 0.9" H x 6.1" W x 9.1" (1.30 lbs) 440 pages |
Descriptions, Reviews, Etc. |
Publisher Description: 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. He answers key questions about brand and reputation management, including: Using case studies and tips from respected neuropsychologists, economists, and IT, advertising, PR, and industry leaders, Brand Psychology turns theory into practical methodologies to help build meaningful, highly respected brands. |