The Handbook of Brand Management Scales [Hardcover]

The Handbook of Brand Management Scalesis 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. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need.

Sample scales include brand personality, brand authenticity, consumerbrand 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.

Introduction 1. Brand Identity and Brand Image 2. Brand Associations 3. Brand Personality 4. Brand Authenticity 5. Perceived Brand Differentiation 6. Attitudes Toward the Brand 7. Experiential Consumption with Brands 8. Consumers Emotions Toward the Brand 9. Attachment to the Brand 10. Consumer-Brand Relationships 11. Brand Equity 12. Consumer Dispositions Toward Brands 13. Brand Orientation

Brands are a magic and fascinating world. But so many studies, surveys and researches have been conducted on brands that travelling through the Brand world is a difficult journey. To find a path in the jungle of concepts, the variety of theories and the large array of metrics, guidance is needed. With a theoretical background and methodological properties as well as relevant scales this handbook provides that help. In the name of all the future students and young searchers, facing for the first time the complexity of brands and brand management, we have to thank Lia Zarantonello and V?ronique Pauwels-Delassus for their useful handbook.l£™