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Brand Psychology : Consumer Perceptions, Corporate Reputations (Hardcover) (Jonathan Gabay)

Brand Psychology : Consumer Perceptions, Corporate Reputations (Hardcover) (Jonathan Gabay) - image 1 of 1

About this item

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.  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?

Using case studies and tips from respected neuropsychologists, economists, and IT, advertising, PR, and industry leaders, Brand Psychology turns theory into practical methodologies to help build meaningful, highly respected brands.

Number of Pages: 430
Genre: Business + Money Management
Format: Hardcover
Publisher: Kogan Page Ltd
Author: Jonathan Gabay
Language: English
Street Date: March 28, 2016
TCIN: 51873514
UPC: 9780749479107
Item Number (DPCI): 248-36-2523
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