The Human Brand: How We Relate to People, Products, and Companies
(eAudiobook)

Book Cover
Average Rating
Published
HighBridge, 2013.
ISBN
9781622312979
Status
Available Online

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Physical Description
6h 0m 0s
Format
eAudiobook
Language
English

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Citations

APA Citation, 7th Edition (style guide)

Chris Malone., Chris Malone|AUTHOR., & Susan T. Fiske|READER. (2013). The Human Brand: How We Relate to People, Products, and Companies . HighBridge.

Chicago / Turabian - Author Date Citation, 17th Edition (style guide)

Chris Malone, Chris Malone|AUTHOR and Susan T. Fiske|READER. 2013. The Human Brand: How We Relate to People, Products, and Companies. HighBridge.

Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)

Chris Malone, Chris Malone|AUTHOR and Susan T. Fiske|READER. The Human Brand: How We Relate to People, Products, and Companies HighBridge, 2013.

MLA Citation, 9th Edition (style guide)

Chris Malone, Chris Malone|AUTHOR, and Susan T. Fiske|READER. The Human Brand: How We Relate to People, Products, and Companies HighBridge, 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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Grouping Information

Grouped Work ID10398302-0df3-e809-9829-ff7e36c092e5-eng
Full titlehuman brand how we relate to people products and companies
Authormalone chris
Grouping Categorybook
Last Update2024-03-20 23:01:07PM
Last Indexed2024-03-28 23:24:58PM

Book Cover Information

Image Sourcehoopla
First LoadedFeb 19, 2022
Last UsedFeb 8, 2024

Hoopla Extract Information

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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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