The human brand : how we relate to people, products, and companies
(Book on CD)
Author
Contributors
Published
[Minneapolis, Minn.] : HighBridge Audio, ℗[2013].
ISBN
9781622312962, 1622312961
Physical Desc
5 audio discs (6 hours) ; 4 3/4 in.
Status
Wanskuck - Audiobooks
CD 658.834 M257f
1 available
CD 658.834 M257f
1 available
Copies
Location | Call Number | Status |
---|---|---|
Wanskuck - Audiobooks | CD 658.834 M257f | On Shelf |
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More Details
Published
[Minneapolis, Minn.] : HighBridge Audio, ℗[2013].
Format
Book on CD
Language
English
ISBN
9781622312962, 1622312961
UPC
9781622312962
Notes
General Note
Title from container.
General Note
Unabridged.
Participants/Performers
Read by Sean Runnette
Description
"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 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.
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Citations
APA Citation, 7th Edition (style guide)
Malone, C., Fiske, S. T., & Runnette, S. (2013). The human brand: how we relate to people, products, and companies . HighBridge Audio.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)Malone, Chris, 1969-, Susan T., Fiske and Sean, Runnette. 2013. The Human Brand: How We Relate to People, Products, and Companies. HighBridge Audio.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Malone, Chris, 1969-, Susan T., Fiske and Sean, Runnette. The Human Brand: How We Relate to People, Products, and Companies HighBridge Audio, 2013.
MLA Citation, 9th Edition (style guide)Malone, Chris, Susan T. Fiske, and Sean Runnette. The Human Brand: How We Relate to People, Products, and Companies HighBridge Audio, 2013.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
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