Marketing

2nd ed,

JPL 3rd Floor

Volume 5 of the Marketing Scales Handbook series provides descriptions and reviews of 716 summated scales which were used to measure consumption-related constructs such as brand attitude, satisfaction, purchase intention, and attitude-toward-the-ad. Scales reviewed in this volume were published in the top marketing journals during the years 2002-2005.

This volume has reviews of 433 scales that were reported in top marketing journal articles published in 2014 and 2015. These scales are new to the series and were not in any of the previous volumes. Each review provides the scale items (questions, statements, or semantic differentials) as well as information about the scale's origin, previous users, and measurement quality.

This volume has new reviews of 402 scales that were reported in top marketing journals. Topics include products, branding, advertising, retailing, and purchasing. Also includes measures of other topics such as benevolence, co-production, corporate social responsibility, food, emotions, engagement, environmentalism, games, health, personality traits, satisfaction, social media, websites, and word-of-mouth.

The Handbook of Brand Management Scales is a collection of scales in brand management. Scales are a critical tool for researchers measuring consumer insights, emotions and responses. Scales include brand personality, brand authenticity, consumer-brand relationships and brand equity.