The handbook of brand management scales
By: Lia Zarantonello and Véronique Pauwels-Delassus
Contributors: Pauwels-Delassus, Véronique
Published: 2016
Language: eng
Number of pages: 309
ISBN-13: 9780415742962; 9780415742955
Subjects: Statistical methods; Consumer behavior; Marketing research; Scaling (Social sciences); Handbooks, manuals; Research
Notes: Includes bibliographical references and index.
Table of contents: title: Introduction; title: Brand identity and brand image; title: Brand associations; title: Brand personality; title: Brand authenticity; title: Perceived brand differentiation; title: Attitudes toward the brand; title: Experiential consumption with brands; title: Consumers' emotions toward the brand; title: Attachment to the brand; title: Consumer-brand relationships; title: Brand equity; title: Brand orientation; title: Consumer dispositions toward brands.