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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"-- [Provided by publisher]

Table of Contents:

• Machine generated contents note: Why our immediate future so strongly resembles our distant past
• 1. Warmth and Competence
• two timeless judgments that drive our behavior toward others
• 2. Loyalty Test
• Why we expect companies and brands to commit to us first
• 3. Principle of Worthy Intentions
• simple and reliable way to demonstrate warmth and competence
• 4. Price of Progress
• How faceless commerce leads to a focus on discounts
• 5. Take Us to Your Leader
• What we learn from the people behind the things we buy
• 6. Show Your True Colors
• Why mistakes and crises are a golden loyalty opportunity
• 7. Relationship Renaissance
• Navigating the road ahead.

Author/Creator:

Malone, Chris, 1969-

Contributors:

Fiske, Susan T.

Languages:

English

Language Notes:

Item content: English

Main Work:

The human brand: how we relate to people, products, and companies [by Malone, C.]

Other Related Resources:

Print version: Human brand [by Malone, C.] (First edition; San Francisco : Jossey-Bass, [2014] — ISBN 9781118611319; LCCN 2013025201)

Related Series:

EBL ebooks online

Subjects:

Consumer behavior

Marketing — Psychological aspects

General Notes:

Includes index.
Electronic reproduction. Ipswich, MA Available via World Wide Web.
Description based on print version record and CIP data provided by publisher.
Includes bibliographical references and index.

Physical Description:

1 online resource.

ISBNs:

9781118758274 (epub)
1118758277 (epub)
9781118758151 (pdf)
1118758153 (pdf)
9781118611319 (hardback) [Invalid]
1118611314 (hardback) [Invalid]

Library of Congress Control Numbers:

2013028032

OCLC Numbers:

852745801

Other Control Numbers:

639837 (source: EbpS)
[Unknown Type]: ybp11140337