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The Handbook of Brand Management Scales

By: Lia Zarantonello (Author) , Veronique Pauwels-Delassus (Author)

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Ksh 33,600.00

Format: Hardback or Cased Book

ISBN-13: 9780415742955

Publisher: Taylor & Francis Ltd

Publication Date: Aug 4th, 2015

Weight: 636 grams

Dimension: 16.40 x 24.10 x 2.40 cms

Category: Research methods: general

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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.

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