Title The handbook of brand management scales / Lia Zarantonello and Véronique Pauwels-Delassus

Edition First edition Published New York : Routledge, 2015

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Description 1 online resource Contents Introduction -- Brand identity and brand image -- Brand associations -- Brand personality -- Brand authenticity -- Perceived brand differentiation -- Attitudes toward the brand -- Experiential consumption with brands -- Consumers' emotions toward the brand -- Attachment to the brand -- Consumer-brand relationships -- Brand equity -- Brand orientation -- Consumer dispositions toward brands Bibliography Includes bibliographical references and index Notes Print version record Subject Marketing research -- Statistical methods -- Handbooks, manuals, etc Consumer behavior -- Research Scaling (Social sciences) -- Handbooks, manuals, etc Consumer behavior -- Research Marketing research -- Statistical methods Scaling (Social sciences) Genre/Form Handbooks and manuals Form Electronic book Author Pauwels-Delassus, Véronique ISBN 1315813998 9781315813998

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