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EF, Centralna ekonomska knjižnica, Ljubljana (CEKLJ)
  • Brand psychology : consumer perceptions, corporate reputations
    Gabay, J. Jonathan, 1962-
    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, with examples such as e-cigarette legislation, the London 2012 Olympics, the iPhone 5S's fingerprint ID technology and Miley Cyrus.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?Combining practical, how-to advice on media relationships and crisis management, with an exploration of reputation psychology and consumer motivation, Brand Psychology reveals how to build a meaningful brand that resonates with the public.
    Vrsta gradiva - knjiga
    Založništvo in izdelava - London ; Philadelphia ; New Delhi : Kogan Page, 2015
    Jezik - angleški
    ISBN - 978-0-7494-7173-6; 978-0-7494-7174-3
    COBISS.SI-ID - 22580966

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EF, Centralna ekonomska knjižnica, Ljubljana
prosto - na dom, čas izposoje: 1 mes.
Signatura – lokacija, inventarna št. ... Status izvoda
· Prosti p.
G4 GABAY J.J. Brand psychology
IN: 000238911 · Prosti p.
G4 GABAY J.J. Brand psychology
IN: 000238911 		prosto - na dom, čas izposoje: 1 mes.
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