Erscheint: September 2026
Buch (Softcover): Fachbuch
The Handbook of Brand Management Scales
Verlag:
Taylor & Francis Unsere-Artikel-Nr.: P35505584
EAN: 9781032865690
Erscheint: September 2026
Versand: Kostenlos
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CHF 75.–
CHF 65.50
Beschreibung
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.
Spezifikationen
Sprache
- Englisch
Autor
- Zarantonello Lia
- Véronique Pauwels-Delassus
Zielgruppe
- Professional Reference and Undergraduate Core
Erscheinungsjahr
- 2026
Format
- Buch (Softcover)
Anzahl Seiten
- 482