About the book
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.
Editions of The Handbook of Brand Management Scales
- EBook
- ISBN 9781317803157
- PDF
- ISBN 9781317803164
Read an Excerpt
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.
Frequently Asked Questions
What is The Handbook of Brand Management Scales about?
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.
What core themes, tropes, or subjects are explored in The Handbook of Brand Management Scales?
Economics, Finance, Business and Management > Business and Management > Sales and marketing > Market research
Where can I read a sample of The Handbook of Brand Management Scales?
You can read an official preview of the few pages here https://www.book2look.com/book/9781317803157
Who is/are the Author/s of the book The Handbook of Brand Management Scales?
Lia Zarantonello, Véronique Pauwels-Delassus
Who is the Publisher of the book The Handbook of Brand Management Scales?
Taylor and Francis
What are the ISBN numbers for the physical and digital editions?
The Handbook of Brand Management Scales is available as ebook(ISBN 9781317803157) and pdf(ISBN 9781317803164)