The human brand :
Malone, Chris, 1969-
The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske. - First edition. - 1 online resource
Includes index.
Warmth and competence: The two timeless judgments that drive our behavior toward others -- The loyalty test: Why we expect companies and brands to commit to us first -- The principle of worthy intentions: The simple and reliable way to demonstrate warmth and competence -- The price of progress: How faceless commerce leads to a focus on discounts -- Take us to your leader: What we learn from the people behind the things we buy -- Show your true colors: Why mistakes and crises are a golden loyalty opportunity -- The relationship renaissance: Navigating the road ahead.
9781118758151 (ebook)
Consumer behavior.
Marketing--Psychological aspects.
HF5415.32 / .M36 2014
The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske. - First edition. - 1 online resource
Includes index.
Warmth and competence: The two timeless judgments that drive our behavior toward others -- The loyalty test: Why we expect companies and brands to commit to us first -- The principle of worthy intentions: The simple and reliable way to demonstrate warmth and competence -- The price of progress: How faceless commerce leads to a focus on discounts -- Take us to your leader: What we learn from the people behind the things we buy -- Show your true colors: Why mistakes and crises are a golden loyalty opportunity -- The relationship renaissance: Navigating the road ahead.
9781118758151 (ebook)
Consumer behavior.
Marketing--Psychological aspects.
HF5415.32 / .M36 2014