Brand Psychology: Consumer Perceptions, Corporate Reputations (Paperback)Jonathan Gabay (author)
- In stock
- Free UK delivery
Publisher: Kogan Page Ltd
Number of pages: 440
Weight: 668 g
Dimensions: 235 x 155 x 21 mm
"Brand Psychology - supported by research from some of the world's leading psychology, business and management authorities - explains how the most complex data-processing system ever created - the human mind - tries to make sense of modern 'sophisticated' marketing & the data that drives it. Gabay explains the importance for brands to understand the nuances of why people buy - or otherwise - using techniques that cannot be outsourced to data scientists." * Sally Hooton, The Global Marketing Alliance *
"Brand Psychology is unquestionably extensively researched, well explained, and supported with great case studies to illustrate the points being made. Gabay delivers an impressive, insight-filled and stimulating book that will change how you see the world around you and your own actions, and uncovers what is really driving consumer attitudes and behaviours." * John Ling, Chartered Institute of Marketing's Creative Communications Group Advisory Board *
"a very thorough and engaging book which will become a must-read for all those working in and with branding, as well as a fascinating book worth reading for anyone with an interest in business and branding." * The Bookbag *
"It is a very useful guide for managers to understand what they need to do, and what their organisation's brands need to address, to convince buyers of the values of their brands. It covers ethics, consumer perceptions, big data, online disinhibition, media relations, technology channels, the psychology of the modern CEO and the language of brand storytelling. It will challenge the reader at the end of each chapter with 'Mind Prompts'. Did you know that within the space of a generation, consumers' expectation reflex has truncated from 10 days to 10 minutes? Do you know why it's important to know?" * Malcolm Morley, author of Understanding Markets and Strategy *
"Excellent!" * Anouk Pappers, Cool Brands People *
"an excellent detailed study of branding from both the brand and consumer perspective, backed up by case studies and advice from neuropsychologists, economists and industry participants." * Roger Dooley *
"Brand Psychology... takes a very human approach to the implications of Big Data" * Smart Insights *
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