The Human Brand

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HighBridge, 2013.
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APA Citation (style guide)

Chris Malone., Chris Malone|AUTHOR., & Susan T. Fiske|READER. (2013). The Human Brand. HighBridge.

Chicago / Turabian - Author Date Citation (style guide)

Chris Malone, Chris Malone|AUTHOR and Susan T. Fiske|READER. 2013. The Human Brand. HighBridge.

Chicago / Turabian - Humanities Citation (style guide)

Chris Malone, Chris Malone|AUTHOR and Susan T. Fiske|READER, The Human Brand. HighBridge, 2013.

MLA Citation (style guide)

Chris Malone, Chris Malone|AUTHOR, and Susan T. Fiske|READER. The Human Brand. HighBridge, 2013.

Note! Citation formats are based on standards as of July 2010. Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy.
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Grouped Work ID2e340adf-16f2-3d6d-c06e-c80dc9a19529
Full titlehuman brand
Authormalone chris
Grouping Categorybook
Last Update2021-07-06 21:20:25PM
Last Indexed2021-07-30 03:17:54AM

Hoopla Extract Information

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    [title] => The Human Brand
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    [synopsis] => Customers everywhere describe their interactions with companies 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? 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--such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint--the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success in the future, companies must forge genuine relationships with customers that reflect warmth, competence, and worthy intentions. And as customers, we have a right to expect relational accountability from the companies and brands we support. Drawing from original research, and 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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    [subtitle] => How We Relate to People, Products, and Companies
    [publisher] => HighBridge