El. knyga: The Handbook of Brand Management Scales

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 Véronique Pauwels-Delassus for their useful handbook. - Professor Marie-Hélčne Fosse-Gomez, University of Lille, Executive Director in charge of Research, French Marketing Association, France

This handbook contains robust, testable, reliable and valid branding scales developed by well recognised academics. It is a tool that can help all brand management researchers, both practitioners and academics, to conduct rigorous survey research, save time and produce quality research output. - Dr Cleopatra Veloutsou, University of Glasgow, UK

The Handbook of Brand Management Scales will serve as a wonderful resource for anyone interested in conducting research on brands. - David E. Sprott, Boeing / Scott & Linda Carson Chaired Professor of Marketing, Washington State University, USA

This handbook is an impressive and up to date compilation of brand management scales dealing with all core themes such as brand personality, brand authenticity and consumers emotions toward the brand. No doubt this book will quickly become a must have for any practitioners or researchers involved in the branding management research field. - Professor Pierre Valette-Florence, IAE de Grenoble & CERAG, Université Grenoble Alpes, France

The last two decades have seen many exciting new areas of branding research; authenticity, attachment/love and experience, to name a few. Yet researching these new (and older) topics calls for well-validated scales. This book is indispensable for anyone doing branding research today. - Rajeev Batra, S.S. Kresge Professor of Marketing, University of Michigan, USA

Appropriate metrics are increasingly more important in order to properly manage brands in markets characterized by growth in technological, relational and competitive complexity. This handbook provides a detailed description of relevant scales useful to address a variety of branding issues; from brand knowledge analysis to brand emotions and relationship management. This is a remarkable example of relevance both for academic and managerial communities. - Bruno Busacca, Dean, SDA Bocconi School of Management and Professor, Department of Marketing, Universitą Luigi Bocconi, Italy

Wonderful! The handbook that was missing in brand management is finally here. I found all the measure scales for answering managerial brand issues. It is my new reference book: relevant, helpful, easy to use and thorough. - Géraldine Michel, Professor, IAE of Paris, University Paris1 Panthéon-Sorbonne, Director of Brands & Values Chair, France

The thirteen thematic sections of this Handbook are very clearly organized; with an overview, extensive and rigorous presentation of the scales development, and a strong academic and managerial focus. The scales included come mainly from journals belonging to the two highest tiers of UK/French Journal rankings, a selection procedure that ensures the highest quality throughout the book.- Christian DERBAIX, Professor Emeritus, Louvain School of Management, Belgium