The Human Brand: how we relate to people, products, and companies

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Publisher:
Varies, see individual formats and editions
Pub. Date:
2013.
Language:
English
Description
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 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 Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support.

  • Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands
  • Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more
  • Draws from original research, evaluating over 45 companies over the course of 10 separate studies

The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.

More Details
ISBN:
9781118758151
162231297
9781622312979
9781118758274
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Grouping Information

Grouped Work ID 10398302-0df3-e809-9829-ff7e36c092e5
full_title human brand how we relate to people products and companies
author malone chris
grouping_category book
lastUpdate 2017-10-17 01:55:14AM

Solr Details

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auth_author2 Fiske, Susan T.,, Runnette, Sean,
author Malone, Chris, 1969-
author2-role Fiske, Susan T.,author., Runnette, Sean,narrator., hoopla digital.
author_display Malone, Chris
detailed_location_arlington hoopla
display_description

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 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 Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support.

  • Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands
  • Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more
  • Draws from original research, evaluating over 45 companies over the course of 10 separate studies

    The Human Brand is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.

    The EPUB format of this title may not be compatible for use on all handheld devices.

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    subject_facet Consumer behavior, Downloadable audio, Marketing -- Psychological aspects, Streaming audio
    title_display The Human Brand
    title_full The Human Brand How We Relate to People, Products, and Companies, The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske
    title_short The Human Brand
    title_sub how we relate to people, products, and companies
    topic_facet Business, Nonfiction