The Handbook of Brand Management Scales

Lia Zarantonello · Véronique Pauwels-Delassus

авг. 2015 г. · Routledge

Об электронной книге

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.

Об авторе

Lia Zarantonello (PhD) is Professor of Marketing at University of Roehampton, UK. Her previous appointments include IÉSEG School of Management, France, and Bocconi University, Italy. She was also visiting scholar at Columbia Business School, USA.

Véronique Pauwels-Delassus (PhD) is Associate Professor of Marketing and Academic Director of the MSc in Digital Marketing and CRM at IÉSEG School of Management (LEM-CNRS), part of the Catholic University of Lille in France. Prior to entering the academic world, Dr Pauwels-Delassus was the marketing director for an international food company.