Brand Psychology: Consumer Perceptions, Corporate Reputations by Gabay, Jonathan

Brand Psychology: Consumer Perceptions, Corporate Reputations (Hardcover) (ISBN-13: 9780749479107)

Vendor: Jonathan Gabay
Product type: Books
Format: Hardcover
$134.00
$134.00
$134.00
Subtotal: $134.00
Brand Psychology: Consumer Perceptions, Corporate Reputations by Gabay, Jonathan

Brand Psychology: Consumer Perceptions, Corporate Reputations

$134.00
Brand Psychology: Consumer Perceptions, Corporate Reputations by Gabay, Jonathan

Brand Psychology: Consumer Perceptions, Corporate Reputations

$134.00
Format: Hardcover
Description
Description
x

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.

Author: Jonathan Gabay
ISBN-10: 0749479108
ISBN-13: 9780749479107
Publisher: Kogan Page
Language: English
Published: 03/29/2016
Pages: 440
Format: Hardcover
Weight: 1.74lbs
Size: 9.21h x 6.14w x 1.00d
By Jonathan Gabay
By Jonathan Gabay
x
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.

Recently Viewed Products