Table of Contents

Handbook on Brand and Experience Management

Handbook on Brand and Experience Management

Elgar original reference

Edited by Bernd H. Schmitt and David L. Rogers

This important Handbook explores new and emerging directions in both brand management research and practice. It encompasses a diverse set of approaches including the latest academic research offering new frameworks for understanding brand management, the researcher’s perspective on current tools in practice by brand managers, new research and conceptual frameworks for understanding and managing customer experiences and recent empirical research and scale development in both brand and experience management. The book focuses on practical, managerial, and organizational best practices.

Chapter 14: A Literature Review of Consumer-Based Brand Scales

Lia Zarantonello

Subjects: business and management, marketing


Lia Zarantonello INTRODUCTION Measurement cannot be disregarded in brand management, as it is an integral part of the process of planning, implementing, and evaluating brand strategies (Keller, 2003). Although branding has become a common practice and a well-established discipline since the 1980s, measurement of one or more aspects related to brands started only in 1990. Since then, a significant amount of attention has been paid to the concept and measurement of brand equity, which is considered the most important content to capture the value held by a brand for a specific target of consumers (Aaker, 1991; Keller, 1993, 2003). Over the last decade, scholars have developed measures aimed at capturing other dimensions of brands that were not comprised in the brand equity construct. The purpose of the chapter is to review the brand scales that have been proposed in marketing and consumer behavior literature, and that have been conceived from a consumer perspective. Basically, scales are ‘instruments that are collections of items combined into a composite score, and intended to reveal levels of theoretical variables not readily observable by direct means’ (DeVellis, 2003, pp. 8–9), and allow scholars to reach at least two objectives: on the one hand, they help to understand constructs better and to develop theoretical frameworks; on the other hand, they constitute instruments that measure such constructs, in all their dimensions. Therefore, the review conducted here is useful for both practitioners and academicians. The former group might discover the existence of scales, different...

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