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Psychology of Branding
Evans W.D.
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Description for Psychology of Branding
Hardcover. Editor(s): Evans, Douglas W. Num Pages: 291 pages, illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 255 x 182 x 20. Weight in Grams: 630.
This book explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? ... Read more
This book explores the psychological factors underlying brand choices we make. How we encounter brands (and how often we), think about them, feel about them, and how we experience them in relation to competing brands, has a big effect on which ones we choose, and keep on choosing. At the same time, presumably there are neural events occurring when we encounter and mentally respond to brands. These represent ways in which we can explain and understand why people choose and remain loyal to brands. These explanations of branding are related and intuitive. But how does the psychology of branding work? ... Read more
Product Details
Publisher
Nova Science Publishers Inc
Number of pages
291
Format
Hardback
Publication date
2013
Condition
New
Number of Pages
291
Place of Publication
New York, United States
ISBN
9781626188174
SKU
V9781626188174
Shipping Time
Usually ships in 5 to 9 working days
Ref
99-1
About Evans W.D.
W. Douglas Evans, Ph.D. is Professor of Prevention and Community Health & Global in the Milken Institute School of Public Health at The George Washington University. He has published over 100 peer-reviewed articles, books, and chapters in the fields of health communication, social marketing, and behavior change interventions. He conducts research on 1) health branding and 2) new health technologies ... Read more
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