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The Handbook of Brand Management Scales

The Handbook of Brand Management Scales

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  • ISBN:9780415742962
  • Editorial: Routledge
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:324
  • Idiomas:Ingles

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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's designed to benchmark, a description of the scale itself and 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 and professional researcher's desk.

Introduction 1. Brand Identity and Brand Image 2. Brand Associations 3. Brand Personality 4. Brand Authenticity 5. Perceived Brand Differentiation 6. Attitudes Toward the Brand 7. Experiential Consumption with Brands 8. Consumers' Emotions Toward the Brand 9. Attachment to the Brand 10. Consumer-Brand Relationships 11. Brand Equity 12. Consumer Dispositions Toward Brands 13. Brand Orientation

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