The handbook of brand management scales

Lia Zarantonello and Véronique Pauwels-Delassus

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

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Year of publication:	2016
Authors:	Zarantonello, Lia ; Pauwels-Delassus, Véronique
Publisher:	London : Routledge
Subject:	Markenführung \| Brand management \| Markenwert \| Brand equity \| Markenimage \| Brand image \| Konsumentenverhalten \| Consumer behaviour \| Messung \| Measurement \| Marketingmanagement \| Markenpolitik \| Verbraucherverhalten \| Marketingforschung \| Skalierung

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Extent:	1 Online-Ressource (xix, 309 Seiten)
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Handbuch ; Handbook
Language:	English
Notes:	Literaturangaben
ISBN:	978-1-315-81399-8 ; 978-0-415-74296-2 ; 978-0-415-74295-5
Classification:	Marketing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10012244413