The Handbook of Brand Management Scales

Business & Finance, Marketing & Sales, Research, Business Reference
Cover of the book The Handbook of Brand Management Scales by Lia Zarantonello, Véronique Pauwels-Delassus, Taylor and Francis
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Author: Lia Zarantonello, Véronique Pauwels-Delassus ISBN: 9781317803157
Publisher: Taylor and Francis Publication: August 5, 2015
Imprint: Routledge Language: English
Author: Lia Zarantonello, Véronique Pauwels-Delassus
ISBN: 9781317803157
Publisher: Taylor and Francis
Publication: August 5, 2015
Imprint: Routledge
Language: English

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need.

Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts.

A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need.

Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts.

A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.

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