The Handbook of Brand Management Scales

The Handbook of Brand Management Scales

https://WebToolTip.com

English | 2026 | ISBN: 1032865695 | 415 pages | True PDF,EPUB | 4.15 MB

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.