Brand psychology : (Record no. 13493)

MARC details
000 -LEADER
fixed length control field 02865cam a2200265 i 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 150115s2015 enka b 001 0 eng
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9780749471736 (paperback)
100 1# - MAIN ENTRY--AUTHOR
Author Gabay, Jonathan.
245 10 - TITLE STATEMENT
Title Brand psychology :
Remainder of title consumer perceptions, corporate reputations /
Statement of responsibility, etc Jonathan Gabay.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication London
Name of publisher Kogan Page
Date of publication 2015
300 ## - COLLATION
Pagination 430 pages ;
Other physical details illustrations :
520 ## - SUMMARY, ETC.
Summary, etc "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"--
520 ## - SUMMARY, ETC.
Summary, etc "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"--
650 #0 - TRACINGS
Main Subject Branding (Marketing)
Subdivision (2nd) Psychological aspects.
650 #0 - TRACINGS
Main Subject Brand name products
Subdivision (2nd) Psychological aspects.
650 #0 - TRACINGS
Main Subject Customer loyalty.
650 #0 - TRACINGS
Main Subject Corporate image.
650 #7 - TRACINGS
Main Subject BUSINESS & ECONOMICS / Consumer Behavior.
650 #7 - TRACINGS
Main Subject BUSINESS & ECONOMICS / Marketing / General.
650 #7 - TRACINGS
Main Subject BUSINESS & ECONOMICS / Public Relations.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Item type Books
050 00 - LIBRARY OF CONGRESS CALL NUMBER
Classification number HF 5415.1255
Item number G33
Holdings
Source of classification or shelving scheme Not for loan Collection code Permanent location Current location Shelving location Date acquired Full call number Barcode. Koha item type
Library of Congress Classification   Non-fiction Lagos Business School Library Lagos Business School Library General Stacks 04/01/2023 HF 5415.1255 G33 2023-0070 Books

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