Naslov
Zarantonello Lia, Vèronique Pauwels-Delassus - The Handbook of Brand Management Scales

Autori
Gandolfo, Alessandro

Izvornik
Mercati e competitività (1826-7386) 2 (2016); 173-174

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, znanstveni

Ključne riječi
Marketing scales, measurement tools, brand management

Sažetak
In the last few years, studies on brand management have determined an important breakthrough in the knowledge of this research area. This allowed for the introduction of new concepts and new aspects to be measured. However, the rise of different scales adopted in research as a result of the increase of the scope of the investigated brands has occurred in a fragmented and confused way. This has led to new information needs among researchers and managers interested in brand management in terms of knowledge and research frameworks that “traditional” marketing scale publications can only satisfy partially. The handbook by Zarantonello e Pauwel-Delassus aims at bridging this gap through a contribution that provides a clear and concise overview of brand related concepts, its multiple dimensions and, most importantly, measurement tools. The text consists of an accurate selection of the scales of measurement that are adopted more frequently in the most prestigious marketing and consumer research literature of the last 20 years. The book is organised by thematic areas, that following a broad introduction, focus on describing the different types of scales detailing matters regarding development, reliability and validity of each scale.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA