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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.
Ideal for readers interested in business leadership & management.
Title: The Handbook of Brand Management Scales
Format: Hardback Book
Release Date: 04 Aug 2015
Author: Lia Zarantonello
Sku: 3366710
Catalogue No: 9780415742955
Category: Business Leadership & Management
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