The Handbook of Brand Management Scales

The Handbook of Brand Management Scales
Author :
Publisher : Routledge
Total Pages : 346
Release :
ISBN-10 : 9781317803157
ISBN-13 : 1317803159
Rating : 4/5 (159 Downloads)

Book Synopsis The Handbook of Brand Management Scales by : Lia Zarantonello

Download or read book The Handbook of Brand Management Scales written by Lia Zarantonello and published by Routledge. This book was released on 2015-08-05 with total page 346 pages. Available in PDF, EPUB and Kindle. Book 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.


The Handbook of Brand Management Scales Related Books

The Handbook of Brand Management Scales
Language: en
Pages: 346
Authors: Lia Zarantonello
Categories: Business & Economics
Type: BOOK - Published: 2015-08-05 - Publisher: Routledge

DOWNLOAD EBOOK

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
Handbook of Marketing Scales
Language: en
Pages: 568
Authors: William O. Bearden
Categories: Business & Economics
Type: BOOK - Published: 1999-11-12 - Publisher: SAGE

DOWNLOAD EBOOK

A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are p
Marketing Scales Handbook
Language: en
Pages: 602
Authors: Gordon C. Bruner
Categories: Marketing research
Type: BOOK - Published: 2015-10-01 - Publisher: Createspace Independent Publishing Platform

DOWNLOAD EBOOK

La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit fro
The Handbook of Brand Management Scales
Language: en
Pages: 330
Authors: Lia Zarantonello
Categories: Business & Economics
Type: BOOK - Published: 2015-08-05 - Publisher: Routledge

DOWNLOAD EBOOK

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
The Handbook of Marketing Research
Language: en
Pages: 721
Authors: Rajiv Grover
Categories: Business & Economics
Type: BOOK - Published: 2006-06-23 - Publisher: SAGE

DOWNLOAD EBOOK

The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented fi