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- Autorius: Lia Zarantonello, Véronique Pauwels-Delassus
- Leidėjas: Taylor & Francis Ltd
- Metai: 2026
- Puslapiai: 482
- ISBN-10: 103286852X
- ISBN-13: 9781032868523
- Formatas: 17.4 x 24.6 x cm, kieti viršeliai
- Kalba: Anglų
The Handbook of Brand Management Scales (el. knyga) (skaityta knyga) | knygos.lt
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Aprašymas
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 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.
- Autorius: Lia Zarantonello, Véronique Pauwels-Delassus
- Leidėjas: Taylor & Francis Ltd
- Metai: 2026
- Puslapiai: 482
- ISBN-10: 103286852X
- ISBN-13: 9781032868523
- Formatas: 17.4 x 24.6 x cm, kieti viršeliai
- Kalba: Anglų
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 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.
Atsiliepimai