The handbook of brand management scales

By:

Zarantonello, Lia

Contributor(s):

Pauwels-Delassus, Véronique

Material type: Text

TextPublication details: Abingdon, Oxon ; New York,London Routledge, Taylor & Francis Group 2016Description: xix, 309ISBN:

9780415742962

Subject(s):

DDC classification:

658.827 ZAR

Summary: "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."

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Symbiosis Institute of Business Management - Hyderabad General	Reference	658.827 ZAR (Browse shelf(Opens below))	Available		SIBMH-B-9324

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Previous	658.827 BLA Brand love is not enough: a theory of consumer brand relationships in practice	658.827 DIN Nation branding : concepts, issues, practice	658.827 GLA Brand Transformation: transforming firm performance by disruptive, pragmatic and achievable brand strategy	658.827 ZAR The handbook of brand management scales	658.83 BEN Marketing metrics: the manager's guide to measuring marketing performance	658.83 KUR Business analytics : applications to consumer marketing	658.8340285 SPO Digital analytics for marketing	Next

"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."

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