The Handbook of Brand Management Scales

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 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.