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Chris Malone Susan T. Fiske The Human Brand (Hardback)
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eBay item number:235554726042
Item specifics
- Condition
- Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
- Book Title
- Human Brand : How We Relate to People, Products, and Companies
- Publication Name
- The Human Brand
- Title
- The Human Brand
- Subtitle
- How We Relate to People, Products, and Companies
- Format
- Hardcover
- EAN
- 9781118611319
- ISBN
- 9781118611319
- Publisher
- Wiley & Sons, Incorporated, John
- Genre
- Business & Economics
- Release Year
- 2013
- Release Date
- 19/11/2013
- Language
- English
- Country/Region of Manufacture
- US
- Item Height
- 0.8 in
- Item Length
- 9.1 in
- Item Width
- 6.1 in
- Item Weight
- 12.8 Oz
- Publication Year
- 2013
- Illustrator
- Yes
- Topic
- Marketing / General, Personal Success, Consumer Behavior, General
- Number of Pages
- 208 Pages
About this product
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1118611314
ISBN-13
9781118611319
eBay Product ID (ePID)
166552763
Product Key Features
Book Title
Human Brand : How We Relate to People, Products, and Companies
Number of Pages
208 Pages
Language
English
Publication Year
2013
Topic
Marketing / General, Personal Success, Consumer Behavior, General
Illustrator
Yes
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
0.8 in
Item Weight
12.8 Oz
Item Length
9.1 in
Item Width
6.1 in
Additional Product Features
Intended Audience
Trade
LCCN
2013-025201
Dewey Edition
23
TitleLeading
The
Dewey Decimal
658.8342
Table Of Content
Acknowledgments xi Introduction: Back to the Future 1 Why our immediate future so strongly resembles our distant past 1 Warmth and Competence 19 The two timeless judgments that drive our behavior toward others 2 The Loyalty Test 39 Why we expect companies and brands to commit to us fi rst 3 The Principle of Worthy Intentions 61 The simple and reliable way to demonstrate warmth and competence 4 The Price of Progress 85 How faceless commerce leads to a focus on discounts 5 Take Us to Your Leader 105 What we learn from the people behind the things we buy 6 Show Your True Colors 127 Why mistakes and crises are a golden loyalty opportunity 7 The Relationship Renaissance 151 Navigating the road ahead Notes 169 About the Authors 185 Index 187
Synopsis
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., People everywhere describe their relationships with brands of all kinds in deeply personal ways we hate our banks, love our smartphones, and think the cable company is out to get us. Whats actually going on in our brains when we make these judgments? Through their original research, customer loyalty expert Chris Malone and social psychologist Susan Fiske show that we relate to companies, brands, and even inanimate products in the same way that we naturally perceive, judge, and behave toward one another. Early humans developed a kind of genius for making two specific kinds of quick judgments: What are the intentions of other people toward me? And how capable are they of carrying out those intentions? Social psychologists call these two categories of perception warmth and competence, and they drive most of our emotions and behavior toward other people and in todays modern world, toward businesses too. As a result, we become devoted to certain companies, brands, even products, but we also have high expectations for loyalty from them in return. Having evaluated over 45 companies across 10 separate studies, Malone and Fiske offer in-depth analyses of companies such as Johnson & Johnson, Hersheys, Dominos, Lululemon, Zappos, Amazon, Chobani, and Sprint, showing how they manage to achieve success and sustain it even recovering from major missteps by forging genuine relationships with customers. 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. For more information, please visit TheHumanBrand.com, 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.
LC Classification Number
HF5415.32
Item description from the seller
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