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

More books from Taylor and Francis

Cover of the book Contemporary Feminist Theatres by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Development and Welfare Policy in South Asia by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Nurse-Led Clinics by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Men's Ways Of Being by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Telling People What to Think by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Yeats The Poet by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Helping the Helpers Not to Harm by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Environmental and Human Security in the Arctic by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Strategic Management and Online Selling by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Using Multi-Criteria Decision Analysis in Natural Resource Management by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Crime and Criminality by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Double Burden: Black Women and Everyday Racism by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book The Routledge Companion to the Practice of Christian Theology by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Islam in Historical Perspective by Lia Zarantonello, Véronique Pauwels-Delassus
Cover of the book Julia Lathrop by Lia Zarantonello, Véronique Pauwels-Delassus
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy