The Handbook of Brand Management Scales

2015-08-05
The Handbook of Brand Management Scales

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  • Author: Lia Zarantonello
  • Publisher: Routledge
  • ISBN: 1317803159
  • Category : Business & Economics
  • Languages : en
  • Pages : 310

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.

Handbook of Marketing Scales

1999-11-12
Handbook of Marketing Scales

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  • Author: William O. Bearden
  • Publisher: SAGE
  • ISBN: 9780761910008
  • Category : Business & Economics
  • Languages : en
  • Pages : 568

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.

Marketing Scales Handbook

2015-10-01
Marketing Scales Handbook

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  • Author: Gordon C. Bruner
  • Publisher: Createspace Independent Publishing Platform
  • ISBN: 9781514321843
  • Category : Marketing research
  • Languages : en
  • Pages : 602

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."

Handbook on Brand and Experience Management

2008
Handbook on Brand and Experience Management

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  • Author: Bernd Schmitt
  • Publisher: Edward Elgar Pub
  • ISBN: 9781847200075
  • Category : Business & Economics
  • Languages : en
  • Pages : 315

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher's perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. the book focuses on practical, managerial, and organizational best practices.

The Handbook of Brand Management Scales

2015-08-05
The Handbook of Brand Management Scales

PDF The Handbook of Brand Management Scales Download

  • Author: Lia Zarantonello
  • Publisher: Routledge
  • ISBN: 1317803167
  • Category : Business & Economics
  • Languages : en
  • Pages : 330

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.

Handbook of Scales in Tourism and Hospitality Research

2014-12-18
Handbook of Scales in Tourism and Hospitality Research

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  • Author: Dogan Gursoy
  • Publisher: CABI
  • ISBN: 1780644531
  • Category : Business & Economics
  • Languages : en
  • Pages : 427

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 .

Marketing Scales Handbook

2001
Marketing Scales Handbook

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  • Author: Gordon C. Bruner
  • Publisher:
  • ISBN: 9780877572909
  • Category : Marketing research
  • Languages : en
  • Pages : 1651

MARKETING SCALES HANDBOOK

2023
MARKETING SCALES HANDBOOK

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  • Author: GORDON C. BRUNER II
  • Publisher:
  • ISBN:
  • Category :
  • Languages : en
  • Pages : 0

High Growth Handbook

2018-07-17
High Growth Handbook

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  • Author: Elad Gil
  • Publisher: Stripe Press
  • ISBN: 1953953379
  • Category : Business & Economics
  • Languages : en
  • Pages : 396

High Growth Handbook is the playbook for growing your startup into a global brand. Global technology executive, serial entrepreneur, and angel investor Elad Gil has worked with high-growth tech companies including Airbnb, Twitter, Google, Stripe, and Square as they’ve grown from small companies into global enterprises. Across all of these breakout companies, Gil has identified a set of common patterns and created an accessible playbook for scaling high-growth startups, which he has now codified in High Growth Handbook. In this definitive guide, Gil covers key topics, including: · The role of the CEO · Managing a board · Recruiting and overseeing an executive team · Mergers and acquisitions · Initial public offerings · Late-stage funding. Informed by interviews with some of the biggest names in Silicon Valley, including Reid Hoffman (LinkedIn), Marc Andreessen (Andreessen Horowitz), and Aaron Levie (Box), High Growth Handbook presents crystal-clear guidance for navigating the most complex challenges that confront leaders and operators in high-growth startups.

Strategic Brand Management in Higher Education

2019-02-13
Strategic Brand Management in Higher Education

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  • Author: Bang Nguyen
  • Publisher: Routledge
  • ISBN: 0429639430
  • Category : Business & Economics
  • Languages : en
  • Pages : 276

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.