||0 of 0 people found the following review helpful.| but the printing quality is very poor. Some places texts are darkers|By Boston_Professor|I have not reviewed the book yet, but the printing quality is very poor. Some texts are darker, others are too light and blurry - not just a couple of pages, but the entire book. I think it is the publisher's problem not the author's. Perhaps I received a defective item. The book must be g|||‘Brands are a magic and fascinating world. But so many studies, surveys and researches have been conducted on brands that travelling through the Brand world is a difficult journey. To find a path in the jungle of concepts, the variety of theori
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&n...
[PDF.gu18] The Handbook of Brand Management Scales Rating: 4.57 (665 Votes)
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