HSPLS site
Login
My List - 0
Help
Search
My Account
Databases
HI Newspaper
eBooks/Audiobooks
Learning
PC Reservation
Reading Program
Basic
Advanced
Power
History
Search:
Title Browse
Author Browse
Subject Browse
Best Seller Browse
Music Title Browse
Video/DVD Title Browse
Journal/Newspaper Title Browse
Serial Title Browse
Series Browse (includes Bestseller List)
General Keyword
Title Keyword
Author Keyword
Subject Keyword
Name Keyword
Series Keyword
Score Title Browse
Talking Book Title Browse
Awards Note Browse
Bib No.
Barcode
Refine Search
> You're searching:
HAWAII STATE PUBLIC LIBRARY SYSTEM
Item Information
Holdings
Summary
More Content
More by this author
Malone, Chris, 1969-
Subjects
Consumer behavior.
Marketing -- Psychological aspects.
Browse Catalog
by author:
Malone, Chris, 1969-
by title:
The human brand : ho...
MARC Display
The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske.
by
Malone, Chris, 1969-
San Francisco : Jossey-Bass, c2013.
Subjects
Consumer behavior.
Marketing -- Psychological aspects.
Electronic Resource
http://catalogimages.wiley.com/images/db/jimages/9781118611319.jpg
ISBN:
9781118611319 (hardback) :
1118611314 (hardback)
Description:
xii, 196 pages : illustrations ; 24 cm
Edition:
First edition.
Requests:
0
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 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"--
Copy/Holding information
Location
Collection
Call No.
Status
Hawaii State Library
Business, Science & Technology
658.8342 Ma
Checked In
Add Copy to MyList
Horizon Information Portal 3.25_9884
© 2001-2013
SirsiDynix
All rights reserved.