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The human brand : how we relate to people, products, and companies

Author: Chris Malone; Susan T Fiske
Publisher: San Francisco : Jossey-Bass, [2013] ©2013
Edition/Format:   Book : English : First editionView all editions and formats
Database:WorldCat
Summary:
"Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one anotherPeople everywhere describe their relationships with brands in a deeply personal way--we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris  Read more...
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Details

Additional Physical Format: Online version:
Malone, Chris, 1969-
Human brand
San Francisco : Jossey-Bass, [2014]
(DLC) 2013028032
Document Type: Book
All Authors / Contributors: Chris Malone; Susan T Fiske
ISBN: 9781118611319 1118611314
OCLC Number: 834389904
Notes: Includes index.
Description: xii, 196 pages : illustrations ; 24 cm
Contents: Warmth and competence: The two timeless judgments that drive our behavior toward others --
The loyalty test: Why we expect companies and brands to commit to us first --
The principle of worthy intentions: The simple and reliable way to demonstrate warmth and competence --
The price of progress: How faceless commerce leads to a focus on discounts --
Take us to your leader: What we learn from the people behind the things we buy --
Show your true colors: Why mistakes and crises are a golden loyalty opportunity --
The relationship renaissance: Navigating the road ahead.
Responsibility: Chris Malone, Susan T. Fiske.

Abstract:

Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply  Read more...
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Winner, Business: Motivational, 2014 International Book Awards Silver Medal Winner, Networking, 2014 Axiom Business Book Awards "Spotlights what it takes for companies and brands to earn and keep Read more...

 
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