The Handbook of Brand Management Scales

von Lia Zarantonello, Véronique Pauwels-Delassus

388 Seiten, Hardcover

Kurzbeschreibung des Verlags

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.This second edition has been comprehensively updated throughout to reflect the latest developments in the field. A variety of new scales have been introduced, representing a diverse set of new phenomena such as brand engagement, ambivalent and negative emotions towards brands, brand authenticity, brand ethics, and brand responsibility. Each scale is accompanied by a clear definition of the construct that it is designed to measure, a description of the scale and guidance on its use, an account of its development and psychometric properties, and a discussion of its managerial applications.An updated, much-needed reference point, this unique and convenient volume will be a valuable resource for students, academics, and professionals conducting empirical research in brand management.

• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Betriebswirtschaft und Management Marketing und Vertrieb Marktforschung
• ISBN: 9781032868523
• Sprache: Englisch
• Erscheinungsdatum: 14.09.2026
• Größe: 244 x 170 mm
• Verlag: Taylor & Francis