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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 is designed to benchmark, a description of the scale itself, 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's and manager's desk.
|The first published collection of brand management scales
Authoritative author team from IESEG, prestigious French grande ecole, and are internationally known for their research in this area
Enables researchers in brand management to accurately measure and scale consumer feedback, creating reliable data which is easy to benchmark against the market and competition
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 is designed to benchmark, a description of the scale itself, 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's and manager's desk.
|The first published collection of brand management scales
Authoritative author team from IESEG, prestigious French grande ecole, and are internationally known for their research in this area
Enables researchers in brand management to accurately measure and scale consumer feedback, creating reliable data which is easy to benchmark against the market and competition
| Erscheinungsjahr: | 2015 |
|---|---|
| Medium: | Taschenbuch |
| Inhalt: | Einband - flex.(Paperback) |
| ISBN-13: | 9780415742962 |
| ISBN-10: | 041574296X |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Lia Zarantonello (University of Bath, UK)
Véronique Pauwels-Delassus (IÉSEG School of Management, France) |
| Auflage: | 1. Auflage |
| Hersteller: | Taylor & Francis |
| Verantwortliche Person für die EU: | preigu GmbH & Co. KG, Lengericher Landstr. 19, D-49078 Osnabrück, mail@preigu.de |
| Abbildungen: | 2 schwarz-weiß Illustrationen|2 schwarz-weiß Fotos|67 schwarz-weiß Tabellen |
| Maße: | 234 x 156 x 22 mm |
| Von/Mit: | Lia Zarantonello (u. a.) |
| Erscheinungsdatum: | 03.08.2015 |
| Gewicht: | 0,452 kg |
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