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Full Description
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.
Contents
Introduction. Part 1 - Foundations of brand meaning. 1 Brand identity. 2 Brand image. 3 Brand associations. 4 Perceived brand attributes. 5 Brand anthropomorphism. 6 Brand personality. 7 Brand authenticity. 8 Brand heritage. 9 Brand evaluations. Part 2 - Consumer psychological responses to the brand. 10 Brand experience. 11 Brand love and positive emotions. 12 Brand attachment and detachment. 13 Ambivalent emotions towards the brand. 14 Negative emotions towards brands. 15 Consumer identity and the brand. 16 Cognitive and behavioural responses to brands. Part 3 - Consumer relationships with the brand . 17 Brand loyalty and fidelity. 18 Brand trust. 19 Other brand relationship indicators. 20 Brand engagement. 21 Brand advocacy and co-creation. 22 Brands in a communal and social context . Part 4 - Brand value and strategic brand management. 23 Brand equity. 24 Brand positioning. 25 Brand portfolio. 26 Brand ethics and responsibility. 27 Brand orientation. 28 Employer brand.
