The Handbook Of Brand Management Scales
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The Handbook Of Brand Management Scales
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Author : Lia Zarantonello
language : en
Publisher: Routledge
Release Date : 2015-08-05
The Handbook Of Brand Management Scales written by Lia Zarantonello and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-05 with Business & Economics categories.
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. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.
The Handbook Of Brand Management Scales
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Author : Lia Zarantonello
language : en
Publisher:
Release Date : 2015-08-05
The Handbook Of Brand Management Scales written by Lia Zarantonello and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-05 with Business & Economics categories.
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. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer-brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.
Handbook Of Marketing Scales
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Author : William O. Bearden
language : en
Publisher: SAGE
Release Date : 2011
Handbook Of Marketing Scales written by William O. Bearden and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Business & Economics categories.
The Handbook of Marketing Scales, Third Edition represents a clear, concise, and easy-to-use compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research. - Over 150 scales are included in the handbook. Many of these scales were originally published in marketing- and consumer-related journals or conference proceedings. Including them in one volume helps reduce the time it takes to locate instruments for survey research. - Scales included have a reasonable theoretical base, are developed within the marketing or consumer behavior literature, are composed of several items or questions, use some scaling procedures, and include estimates of reliability and/or validity, making these scales especially relevant and “proven” for marketing scholars and professionals. - Each scale includes the following information so that users can quickly and easily learn about the scale: construct, description, development, samples, validity, scores, sources, other evidence, other sources, references, and scale items.
Handbook Of Marketing Scales
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Author : William O. Bearden
language : en
Publisher: SAGE
Release Date : 1999-11-12
Handbook Of Marketing Scales written by William O. Bearden and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-11-12 with Business & Economics categories.
A total of 192 multi-item scales, each presented in a consistent format, on topics such as individual behaviour, consumer psychology, values and attitudes are provided in this 2nd edition. A comprehensive index is included.
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher:
Release Date : 1994
Marketing Scales Handbook written by Gordon C. Bruner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with categories.
The Handbook Of Brand Management Scales
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Author : Lia Zarantonello
language : en
Publisher: Routledge
Release Date : 2015-08-05
The Handbook Of Brand Management Scales written by Lia Zarantonello and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-08-05 with Business & Economics categories.
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. Existing handbooks of marketing scales do not include (or include very few) scales related to brand management constructs. This book is the first to meet this need. Sample scales include brand personality, brand authenticity, consumer–brand relationships and brand equity. Each scale is included with a clear definition of the construct it is designed to benchmark, a description of the scale itself, how to use it and examples of possible applications in managerial and academic contexts. A much-needed reference point, this is a unique, vital and convenient volume that should be within reach of every marketing scholar's and manager's desk.
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher: Createspace Independent Publishing Platform
Release Date : 2015-10-01
Marketing Scales Handbook written by Gordon C. Bruner and has been published by Createspace Independent Publishing Platform this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-10-01 with Marketing research categories.
La 4e de couv.indique : "This is the seventh volume in the long-running Marketing Scales Handbook series. The purpose of the book is to help readers benefit from vetted research by some of the world's consumer behavior experts. By learning about the measures used by the experts, the hope is that those who borrow the well-developed scales rather than using "quick-and-dirty" measures will achieve higher quality insights in their research activities. The book contains reviews of 364 multi-item measures that were reported in one or more articles published in top marketing journals in 2010 and 2011. Each review provides the scale items (questions or statements) as well as information about the scale's origin, previous users, and measurement quality. The scales are useful when wanting to accurately measure theoretical constructs such as attitudes, emotions, and traits in surveys and experiments with a wide variety of participants such as consumers, viewers, patients, patrons, or citizens. Many of the measures could also be used in business settings when studying employees and/or administrators. The scales reviewed in this volume are primarily new and are not in the previous volumes of the series."
Marketing Scales Handbook
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Author : Gordon C. Bruner
language : en
Publisher:
Release Date : 2001
Marketing Scales Handbook written by Gordon C. Bruner and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Marketing research categories.
The Handbook Of Brand Management
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Author : David Arnold
language : en
Publisher: Basic Books
Release Date : 1993-03-21
The Handbook Of Brand Management written by David Arnold and has been published by Basic Books this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993-03-21 with Business & Economics categories.
Establishing a brand name is the goal of anyone introducing a new product, and maintaining a brand over time is even more profitable. Established brands are now major corporate assets, as shown when Philip Morris bought Kraft for four times its book value.The Handbook of Brand Management explains the ins and outs of managing brand names in today's fast-changing, competitive marketplace. Developed by marketing expert David Arnold to answer managers' actual questions about brands, this essential guide combines expert advice with the stories of thirteen successful companies from around the world.This book describes how to research, target, budget, and promote new brand. It presents detailed analyses of marketing plans used in situations both good (how did Anheuser-Busch introduce Michelob Dry so successfully?) and bad (how could Perrier survive the benzene scare?).For established brands, managers learn tactics to reverse a market-share decline, to extend brands internationally, and to appraise a brand name's financial value. They find insights in the examples of Schering-Plough “stretching” the Coppertone brand to include sunscreens for children, Birds Eye freezing out competitors by how it positioned a new meal in consumers' minds, and many other popular brand-name products.
Handbook Of Marketing Scales
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Author : William O. Bearden
language : en
Publisher: SAGE Publications, Incorporated
Release Date : 1993-03-24
Handbook Of Marketing Scales written by William O. Bearden and has been published by SAGE Publications, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993-03-24 with Business & Economics categories.
While a vast number of scale instruments have been published in various journals and conference proceedings, a comprehensive handbook of multi-item scales, with directions on how to use them, has never been published - until now. After an overview of the development of multi-item scales, the remaining chapters include scales on leading topics important to marketing research: individual behaviour; values; information processing; reactions to advertising stimuli; attitudes and ethics; and sales and sales management practices. Each of the 124 scales is presented in a consistent format, including the construct, description, development, samples, validity, scores, source, other evidence, other sources, references and scale items
