The Handbook of Brand Management Scales, (Paperback)

<p><i>The Handbook of Brand Management Scales</i> 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.</p><p>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. </p><p>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.</p>

• The Handbook of Brand Management Scales, (Paperback)
• Author: Lia Zarantonello
• ISBN: 9781032865690
• Format: Paperback
• Publication Date: 2026-09-14
• Page Count: 482