| 000 | 02996cam a2200409 i 4500 | ||
|---|---|---|---|
| 008 | 130705t20132013caua 001 0 eng | ||
| 010 | _a 2013025201 | ||
| 020 | _a9781118611319 (hardback) | ||
| 020 | _a1118611314 (hardback) | ||
| 040 |
_aDLC _beng _cDLC _erda _dDLC |
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| 042 | _apcc | ||
| 050 | 0 | 0 |
_aHF5415.32 _b.M36 2014 |
| 082 | 0 | 0 |
_a658.8/342 _223 |
| 084 |
_aBUS000000 _2bisacsh |
||
| 100 | 1 |
_aMalone, Chris, _d1969- |
|
| 245 | 1 | 4 |
_aThe human brand : _bhow we relate to people, products, and companies / _cChris Malone, Susan T. Fiske. |
| 250 | _aFirst edition. | ||
| 264 | 1 |
_aSan Francisco : _bJossey-Bass, _c[2013] |
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| 264 | 4 | _c©2013 | |
| 300 |
_axii, 196 pages : _billustrations ; _c24 cm |
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| 336 |
_atext _2rdacontent |
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| 337 |
_aunmediated _2rdamedia |
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| 338 |
_avolume _2rdacarrier |
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| 500 | _aIncludes index. | ||
| 520 |
_a"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 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"-- _cProvided by publisher. |
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| 650 | 0 | _aConsumer behavior. | |
| 650 | 0 |
_aMarketing _xPsychological aspects. |
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| 650 | 7 |
_aBUSINESS & ECONOMICS / General. _2bisacsh |
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| 700 | 1 | _aFiske, Susan T. | |
| 776 | 0 | 8 |
_iOnline version: _aMalone, Chris, 1969- _tHuman brand _bFirst edition. _dSan Francisco : Jossey-Bass, [2014] _z9781118758151 _w(DLC) 2013028032 |
| 856 | 4 | 2 |
_3Cover image _uhttp://catalogimages.wiley.com/images/db/jimages/9781118611319.jpg |
| 035 | _a17802154 | ||
| 005 | 20170126100327.0 | ||
| 001 | 56294 | ||
| 003 | UOWD | ||
| 942 | _cREGULAR | ||
| 999 |
_c23130 _d23130 |
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