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The Handbook of Brand Management Scales
Engelsk
Bogcover for The Handbook of Brand Management Scales af Lia Zarantonello, Veronique Pauwels-Delassus, 9780415742962
Specifikationer
Sprog:
Engelsk
Sider:
310
ISBN-13:
9780415742962
Indbinding:
Paperback
ISBN-10:
041574296X
Udg. Dato:
3 aug 2015
Størrelse i cm:
15,9 x 23,6 x 2,4
Oplagsdato:
3 aug 2015

The Handbook of Brand Management Scales

Engelsk
Paperback 2015
Format:

Bog beskrivelse

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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Specifikationer
Sprog:
Engelsk
Sider:
310
ISBN-13:
9780415742962
Indbinding:
Paperback
ISBN-10:
041574296X
Udg. Dato:
3 aug 2015
Størrelse i cm:
15,9 x 23,6 x 2,4
Oplagsdato:
3 aug 2015
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