Brand Psychology: Consumer Perceptions, Corporate Reputations
By Jonathan Gabay.
Description
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?...
ISBN(s)
0749471735, 9780749471736
