商品簡介
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's designed to benchmark, a description of the scale itself and 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 and professional researcher's desk.
作者簡介
Lia Zarantonello is Senior Lecturer (Associate Professor) in Marketing at the University of Bath, School of Management, UK.
Veronique Pauwels-Delassus is Associate Professor in Marketing and Academic Director for the MSc in Digital Marketing & CRM at IESEG School of Management, Universite Catholique de Lille, France.
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