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The Handbook of Brand Management Scales
Engelsk Paperback
The Handbook of Brand Management Scales
Engelsk Paperback

637 kr
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Om denne bog

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. 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, 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.

Product detaljer
Sprog:
Engelsk
Sider:
310
ISBN-13:
9780415742962
Indbinding:
Paperback
Udgave:
ISBN-10:
041574296X
Udg. Dato:
3 aug 2015
Længde:
24mm
Bredde:
236mm
Højde:
159mm
Forlag:
Taylor & Francis Ltd
Oplagsdato:
3 aug 2015
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