Handbook of brand management scales, the
Auteur :
Zarantonello, Lia / Pauwels-Delassus, Véronique
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415742962
Date de publication :
3 août 2015
Dimensions :
23,4 x 15,6 cm
Poids :
452 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.