{"product_id":"the-handbook-of-brand-management-scales-1","title":"The Handbook of Brand Management Scales","description":"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.   This second edition has been comprehensively updated throughout to reflect the latest developments in the field. A variety of new scales have been introduced, representing a diverse set of new phenomena such as brand engagement, ambivalent and negative emotions towards brands, brand authenticity, brand ethics, and brand responsibility. Each scale is accompanied by a clear definition of the construct that it is designed to measure, a description of the scale and guidance on its use, an account of its development and psychometric properties, and a discussion of its managerial applications.   An updated, much-needed reference point, this unique and convenient volume will be a valuable resource for students, academics, and professionals conducting empirical research in brand management.","brand":"Gardners","offers":[{"title":"Default Title","offer_id":57502340710773,"sku":"9781032868523","price":171.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9781032868523.jpg?v=1786781185","url":"https:\/\/backstory.london\/products\/the-handbook-of-brand-management-scales-1","provider":"Backstory","version":"1.0","type":"link"}