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.

chapter |5 pages


chapter 1|20 pages

Brand Identity and Brand Image

chapter 2|17 pages

Brand Associations

chapter 3|49 pages

Brand Personality

chapter 4|20 pages

Brand Authenticity

chapter 5|18 pages

Perceived Brand Differentiation

chapter 6|14 pages

Attitudes Toward the Brand

chapter 7|18 pages

Experiential Consumption with Brands

chapter 8|25 pages

Consumers' Emotions Toward the Brand

chapter 9|17 pages

Attachment to the Brand

chapter 10|23 pages

Consumer–Brand Relationships

chapter 11|33 pages

Brand Equity

chapter 12|24 pages

Consumer Dispositions Toward Brands

chapter 13|15 pages

Brand Orientation