The Handbook Of Brand Management Scales PDF Download
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Author | : Lia Zarantonello |
Publisher | : Routledge |
Total Pages | : 310 |
Release | : 2015-08-05 |
Genre | : Business & Economics |
ISBN | : 1317803159 |
Download The Handbook of Brand Management Scales Book in PDF, ePub and Kindle
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.
Author | : William O. Bearden |
Publisher | : SAGE |
Total Pages | : 568 |
Release | : 1999-11-12 |
Genre | : Business & Economics |
ISBN | : 9780761910008 |
Download Handbook of Marketing Scales Book in PDF, ePub and Kindle
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.
Author | : Gordon C. Bruner |
Publisher | : Createspace Independent Publishing Platform |
Total Pages | : 602 |
Release | : 2015-10-01 |
Genre | : Marketing research |
ISBN | : 9781514321843 |
Download Marketing Scales Handbook Book in PDF, ePub and Kindle
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."
Author | : Dogan Gursoy |
Publisher | : CABI |
Total Pages | : 428 |
Release | : 2014-12-18 |
Genre | : Business & Economics |
ISBN | : 1780644531 |
Download Handbook of Scales in Tourism and Hospitality Research Book in PDF, ePub and Kindle
As the field of tourism and hospitality experiences maturity and scientific sophistication, researchers need to fully understand the breadth and depth of existing scales that help explain, understand, monitor, and predict not only behaviour but also consequences of such behaviour as a function of demand and supply interactions in the field. By introducing the importance of measurement and scales and providing groupings of existing scales The Handbook of Scales in Tourism and Hospitality Research serves as the state of the art reference book in the field of tourism, hospitality and allied fields such leisure, recreation, and services management .
Author | : Lia Zarantonello |
Publisher | : Routledge |
Total Pages | : 330 |
Release | : 2015-08-05 |
Genre | : Business & Economics |
ISBN | : 1317803167 |
Download The Handbook of Brand Management Scales Book in PDF, ePub and Kindle
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.
Author | : Teresa Swartz |
Publisher | : SAGE |
Total Pages | : 538 |
Release | : 2000 |
Genre | : Business & Economics |
ISBN | : 9780761916123 |
Download Handbook of Services Marketing and Management Book in PDF, ePub and Kindle
This is a comprehensive, practical and theoretical guide to the latest thinking in the foundations of services. The authors present contributions from the world''s leading experts on services marketing and management.'
Author | : Bang Nguyen |
Publisher | : Routledge |
Total Pages | : 276 |
Release | : 2019-02-13 |
Genre | : Business & Economics |
ISBN | : 0429639430 |
Download Strategic Brand Management in Higher Education Book in PDF, ePub and Kindle
University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.
Author | : Gordon C. Bruner |
Publisher | : |
Total Pages | : 1651 |
Release | : 2001 |
Genre | : Marketing research |
ISBN | : 9780877572909 |
Download Marketing Scales Handbook Book in PDF, ePub and Kindle
Author | : Paul N. Bloom |
Publisher | : SAGE |
Total Pages | : 570 |
Release | : 2001 |
Genre | : Business & Economics |
ISBN | : 9780761916260 |
Download Handbook of Marketing and Society Book in PDF, ePub and Kindle
Marketing scholars have a long history of conducting research on how marketing affects the welfare of society. A significant body of knowledge has developed to look beyond marketing's impact on the corporate bottom line towards the affects of marketing on consumer sovereignty, public health, economic growth, and other aspect of societal welfare. The large and growing amount of research has become fragmented and diverse. There is a need for a volume to pull all of this research together to facilitate the assessment of what we have learned and what we need to study further. This volume fills that need! Handbook of Marketing and Society presents the first comprehensive, in-depth examination of scholarly research on how marketing affects societal welfare. Drawing on the talents of a distinguished group of contributors, the editors have assembled key reviews, analyses, and perspectives on a broad range of research topics including deceptive advertising, warning labels, trademark infringement, antitrust enforcement, environmental labels, privacy protection, social marketing, and corporate societal marketing. An unifying model is presented in the introduction that illustrates the linkage of marketing knowledge, marketing decisions, and societal welfare. Each chapter covers, in a purposeful way, a different link or path through which marketing can affect societal welfare. Future research needs are identified in each chapter in order to help focus marketing thinking and marketing practice serve society more effectively. Academics, graduate students, and others interested in marketing's role in society will find this a valuable resource and an excellent guidebook for future research.
Author | : GORDON C. BRUNER II |
Publisher | : |
Total Pages | : 0 |
Release | : 2023 |
Genre | : |
ISBN | : |
Download MARKETING SCALES HANDBOOK Book in PDF, ePub and Kindle