by
Lia Zarantonello, Véronique Pauwels-Delassus
Language: English
Release Date: August 5, 2015
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...