The Handbook of Brand Management Scales - Couverture souple

Zarantonello, Lia; Pauwels-Delassus, Véronique

Couverture souple

ISBN 10 : 1032865695 ISBN 13 : 9781032865690

Editeur : Routledge, 2026

Synopsis

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.

This second edition has been comprehensively updated throughout to reflect the latest developments in the field. A variety of new scales have been introduced, representing a diverse set of new phenomena such as brand engagement, ambivalent and negative emotions towards brands, brand authenticity, brand ethics, and brand responsibility. Each scale is accompanied by a clear definition of the construct that it is designed to measure, a description of the scale and guidance on its use, an account of its development and psychometric properties, and a discussion of its managerial applications.

An updated, much-needed reference point, this unique and convenient volume will be a valuable resource for students, academics, and professionals conducting empirical research in brand management.

A propos du livre

À propos de l'auteur

Lia Zarantonello is Professor of Marketing at the University of Roehampton, UK. She has previously held appointments at the University of Bath, UK, and at IÉSEG School of Management, France, and has been a visiting scholar at Columbia Business School, USA. She regularly publishes in international peer-reviewed journals, serves as Associate Editor for prominent academic journals, and is recognised as being among the Stanford/ Elsevier World’s Top 2% Scientists.

Véronique Pauwels-Delassus is Associate Professor of Marketing and Academic Director of the Master in Digital Marketing and E-commerce at IESEG School of Management, Univ. Lille, CNRS, UMR 9221 – LEM – Lille Economie Management, F-59000 Lille, France. Prior to entering academia, Dr Pauwels-Delassus was the Marketing Director for an international food company. Her strong experience in strategic marketing across different countries contributes to the pragmatic approach adopted in her publications in international peer-reviewed journals.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2026
• Langue: anglais
• ISBN 10: 1032865695
• ISBN 13: 9781032865690
• Reliure: Broché
• Numéro d'édition: 2
• Nombre de pages: 414
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible