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A01=Chris Malone
A01=Susan T. Fiske
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Author_Chris Malone
Author_Susan T. Fiske
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The Human Brand: How We Relate to People, Products, and Companies

English

By (author): Chris Malone Susan T. Fiske

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 waywe 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.

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Current price €24.75
Original price €27.50
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A01=Chris MaloneA01=Susan T. FiskeAge Group_UncategorizedAuthor_Chris MaloneAuthor_Susan T. Fiskeautomatic-updateCategory1=Non-FictionCategory=KJMCOP=United StatesDelivery_Delivery within 10-20 working daysLanguage_EnglishPA=AvailablePrice_€20 to €50PS=Activesoftlaunch
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Product Details
  • Weight: 386g
  • Dimensions: 158 x 231mm
  • Publication Date: 19 Nov 2013
  • Publisher: John Wiley & Sons Inc
  • Publication City/Country: United States
  • Language: English
  • ISBN13: 9781118611319

About Chris MaloneSusan T. Fiske

CHRIS MALONE is founder and managing partner of Fidelum Partners a research-based consulting and professional services firm that helps clients achieve sustained business growth and performance. He was chief marketing officer at Choice Hotels International and senior vice president of marketing at ARAMARK Corporation and has held senior marketing and sales positions at Coca-Cola Company the National Basketball Association and Procter & Gamble. He lives in the Philadelphia area with his wife and three sons. SUSAN T. FISKE is Eugene Higgins Professor Psychology and Public Affairs at Princeton University. She investigates social cognition—especially groups' images and the emotions they create—at cultural interpersonal and neuroscientific levels. She is author of over three hundred publications and winner of numerous scientific awards including election to the National Academy of Science. She and her husband divide their time between Princeton and Vermont.

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