Zarantonello / Pauwels-Delassus The Handbook of Brand Management Scales

1. Auflage 2015
ISBN: 978-1-317-80315-7
Verlag: CRC Press
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 330 Seiten

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.

Autoren/Hrsg.

Zarantonello, Lia

Pauwels-Delassus, Véronique

Fachgebiete

• Interdisziplinäres Wissenschaften Wissenschaften: Allgemeines Enzyklopädien, Nachschlagewerke, Wörterbücher
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung
• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaftswissenschaften: Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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

Über Autor(innen)

Lia Zarantonello (PhD) is Senior Lecturer (Associate Professor) in Marketing at the University of Bath School of Management. Her previous appointments include IÉSEG School of Management, France, and Bocconi University, Italy. She was also visiting scholar at Columbia Business School, USA.

Véronique Pauwels-Delassus (PhD) is Associate Professor of Marketing and Academic Director of the MSc in Digital Marketing and CRM at IÉSEG School of Management (LEM-CNRS), part of the Catholic University of Lille in France. Prior to entering the academic world, Dr Pauwels-Delassus was the marketing director for an international food company.