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The Handbook of Brand Management Scales | 4.15 MB
Title: The Handbook of Brand Management Scales
Author: Lia Zarantonello, Véronique Pauwels-Delassus
Category: Research, Business Reference, Business & Finance
Language: English | 415 Pages | ISBN: 9781040666388
Description:
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.
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