{"id":37043,"date":"2015-10-05T23:30:55","date_gmt":"2015-10-05T21:30:55","guid":{"rendered":"http:\/\/www.ieseg.fr\/en\/?post_type=news&#038;p=37043"},"modified":"2025-09-10T12:33:27","modified_gmt":"2025-09-10T10:33:27","slug":"new-publication-the-handbook-of-brand-management-scales","status":"publish","type":"news","link":"https:\/\/www.ieseg.fr\/en\/news\/new-publication-the-handbook-of-brand-management-scales\/","title":{"rendered":"New publication: The Handbook of Brand Management Scales"},"content":{"rendered":"<p>I\u00c9SEG Professor V\u00e9ronique Pauwels is the author of a new book, \u201cThe Handbook of Brand Management Scales\u201d, which has been written as a reference publication for marketing scholars, students and business professionals dealing with brand management.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright size-medium wp-image-33010\" src=\"https:\/\/www.ieseg.fr\/wp-content\/uploads\/2015\/08\/9780415742962-200x300.jpg\" alt=\"9780415742962\" width=\"200\" height=\"300\" \/>Scales are a critical tool for researchers measuring consumer insights, emotions and responses. The new handbook from Lia Zarantonello (University of Bath) and <a href=\"https:\/\/www.ieseg.fr\/enseignement-et-recherche\/enseignant\/?id=1276\">V\u00e9ronique Pauwels Delassus<\/a> 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\u2013brand relationships and brand equity).<\/p>\n<p>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.<\/p>\n<p>The Routledge website notes that Zarantonello and Pauwels-Delassus have provided a much needed reference point, \u201ca unique, vital and convenient volume that should be within reach of every marketing scholar&#8217;s and manager&#8217;s desk\u201d.<\/p>\n<p>More information on how to order The Handbook of Brand Management Scales is available on the <a href=\"https:\/\/www.routledge.com\/products\/9780415742955\" target=\"_blank\" rel=\"noopener\">Routledge &#8211; Taylor Francis website<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I\u00c9SEG Professor V\u00e9ronique Pauwels is the author of a new book, \u201cThe Handbook of Brand Management Scales\u201d, which has been written as a reference publication for marketing scholars, students and [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":37048,"menu_order":0,"template":"","news-category":[298],"class_list":["post-37043","news","type-news","status-publish","has-post-thumbnail","hentry","news-category-research"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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