New publication: The Handbook of Brand Management Scales
10/05/2015
IÉSEG Professor Véronique Pauwels is the author of a new book, “The Handbook of Brand Management Scales”, which has been written as a reference publication for marketing scholars, students and business professionals dealing with brand management.
Scales are a critical tool for researchers measuring consumer insights, emotions and responses. The new handbook from Lia Zarantonello (University of Bath) and Véronique Pauwels Delassus published by Routledge presents a collection of the major brand-related measurement scales that have been developed in recent years (these include for example, brand personality, brand authenticity, consumer–brand relationships and brand equity).
These are organized thematically to help students, researchers and practitioners to work on different brand-related projects. Each scale is presented with a clear definition of the construct it is designed to measure, a description of the scale itself, how to use it and examples of possible applications in both managerial and academic contexts.
The Routledge website notes that Zarantonello and Pauwels-Delassus have provided a much needed reference point, “a unique, vital and convenient volume that should be within reach of every marketing scholar’s and manager’s desk”.
More information on how to order The Handbook of Brand Management Scales is available on the Routledge – Taylor Francis website.
