{"product_id":"handbook-of-brand-management-scales-the","title":"Handbook of Brand Management Scales, The","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 brand 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.","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":58454284108111,"sku":"9781032865690","price":77.95,"currency_code":"EUR","in_stock":true}],"url":"https:\/\/www.suomalainen.com\/products\/handbook-of-brand-management-scales-the","provider":"Suomalainen.com","version":"1.0","type":"link"}