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{"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&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":"

$\"9780415742962\"$ Scales are a critical tool for researchers measuring consumer insights, emotions and responses. The new handbook from Lia Zarantonello (University of Bath) and 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

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

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’s and manager’s desk\u201d.<\/p>\n

More information on how to order The Handbook of Brand Management Scales is available on the Routledge – Taylor Francis website<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"