{"product_id":"handbook-of-brand-management-scales-2","title":"Handbook of Brand Management Scales","description":"\u003cp\u003e\u003ci\u003eThe Handbook of Brand Management Scales\u003c\/i\u003e 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.\u003c\/p\u003e\u003cp\u003eThis 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 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. \u003c\/p\u003e\u003cp\u003eAn 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.\u003c\/p\u003e","brand":"Taylor \u0026 Francis Ltd","offers":[{"title":"Default Title","offer_id":57295647310168,"sku":"9781032868523","price":192.2,"currency_code":"EUR","in_stock":false}],"url":"https:\/\/agendabookshop.com\/products\/handbook-of-brand-management-scales-2","provider":"Agenda Bookshop","version":"1.0","type":"link"}