chapter
5 Pages

Introduction

This introduction presents an overview of key concepts discussed in the subsequent chapters of this book. The book provides a collection of the major brand-related measurement scales that have been developed in the field of brand management over the last two decades. The field of brand management appears rich in concepts, dimensions and related measurement scales, but still fragmented and unstructured. The book is addressed to both academic and managerial communities who are looking for qualified help or inspiration in their brand-related research. It covers scales related to the increasingly important topic of brand authenticity and perceived brand differentiation. The book also covers another pillar topic in brand management, that of brand attitudes, and presents three scales which capture attitudes toward a specific type of brand or specific targets of consumers. It talks about consumer-brand relationships and presents six scales measuring some aspects of these relationships.