Handbook of Brand Management Scales

Lia Zarantonello is Professor of Marketing at the University of Roehampton, UK. She has previously held appointments at the University of Bath, UK, and at IÉSEG School of Management, France, and has been a visiting scholar at Columbia Business School, USA. She regularly publishes in international peer-reviewed journals, serves as Associate Editor for prominent academic journals, and is recognised as being among the Stanford/Elsevier Top 2% Scientists.Véronique Pauwels-Delassus is Associate Professor of Marketing and Academic Director of the Master in Digital Marketing and E-commerce at IÉSEG School of Management, Univ. Lille, CNRS, UMR 9221 – LEM – France. Prior to entering academia, Dr Pauwels-Delassus was the Marketing Director for an international food company. Her strong experience in strategic marketing across different countries contributes to the pragmatic approach adopted in her publications in international peer-reviewed journals.

"The first edition of The Handbook of Brand Management Scales proved to be an invaluable resource for scholars and doctoral researchers seeking rigor, clarity, and precision in construct operationalisation. This second edition constitutes an important, timely, and highly valuable contribution to the field. With over 200 scales covering a wide range of brand-related constructs, it brings together an expanded collection of measures within this specialised domain, many of them recently validated. The volume serves as a practical and time-saving tool for academics engaged in brand management research, while also substantially enhancing transparency, comparability, and the cumulative development of knowledge. It will undoubtedly become a key reference for both established scholars and emerging researchers committed to methodological rigor and excellence in empirical quantitative studies of brand management."Cleopatra Veloutsou, Professor of Brand Management, Adam Smith Business School, University of Glasgow, UK"An outstanding reference that continues to raise the bar in brand management. This new edition thoughtfully integrates essential scales on brand ethics and responsibility, employer branding, and brand heritage—perfectly capturing the evolving role of brands in society. Comprehensive, rigorous, and practical, it is an invaluable companion for both researchers and practitioners."Géraldine Michel, Professor, IAE Paris-Sorbonne, University Paris 1 Panthéon-Sorbonne, Director of Brands, Values & Society Chair, France"More than a collection of measures, this second edition is a rigorous roadmap for branding inquiry and practice. Its well-curated, validated scales—spanning identity, authenticity, experience, engagement, and equity—help scholars and managers operationalise complex constructs, improve survey quality, and translate branding theory into actionable diagnostics and decisions."Salvador del Barrio-García, Professor of Marketing, University of Granada, Spain"The Handbook of Brand Management Scales should be on the desk of every scholar seeking robust, validated scales to operationalize brand constructs. The new edition further strengthens this resource by incorporating the most recent scales in brand research."George Christodoulides, Associate Dean for Research & Innovation and Chalhoub Group Professor of Luxury Brand Management, School of Business Administration, American University of Sharjah, UAE"The Handbook of Brand Management Scales is an indispensable resource and one-stop reference for anyone interested in branding and brand management constructs and their measurement - students, researchers, managers, and consultants alike. This second edition provides an updated and expanded, comprehensive overview of foundational and long established as well as emerging and more recent branding constructs and scales. Lia Zarantonello and Véronique Pauwels have skilfully collated and curated an impressive collection of constructs and scales based on a critical assessment of relevant, rigorous, and validated academic works. The handbook comes highly recommended, indeed."Mario Burghausen, Editor-in-Chief (joint) of the Journal of Brand Management and Senior Lecturer (Associate Professor) in Marketing, Essex Business School, UK"The second edition of The Handbook of Brand Management Scales is a landmark achievement in branding research. By bringing together an unparalleled and rigorously validated collection of measurement tools, this volume lays the methodological groundwork for examining key themes such as brand anthropomorphism, brand experience, brand equity and consumers’ emotional responses to brands. The handbook's scope, coherence, and scholarly precision set a new standard for future research, making it an invaluable reference tool for anyone dedicated to achieving excellence in brand management research."Pierre Valette-Florence, Professeur Emerite, Université Grenoble Alpes & Grenoble INP, France"This book is a great resource for anyone interested in empirical brand management research. The extensive additions to the second addition are a reflection of the increasing complexity of brand management, and the inclusion of a series of contemporary validated scales provides the researcher with a comprehensive assortment of valuable research tools."John B. Ford, Professor of Marketing and International Business, Eminent Scholar and Haislip-Rorrer Fellow, Old Dominion University, Norfolk, VA, USA"The last two decades have seen many exciting new areas of branding research: authenticity, attachment/love, coolness and experience, to name a few. Yet researching these new (and older) topics calls for well-validated scales. This book is indispensable for anyone doing branding research today."Rajeev Batra, S.S. Kresge Professor Emeritus of Marketing, University of Michigan, USA "Brands are a magic and fascinating world. Social media has changed some of our relationships with brands but not their importance in the consumers’ life. Anyway, so many studies, surveys and research have been conducted on brands that travelling through the Brand World is a difficult journey. To find a path in the jungle of concepts, the variety of theories and the large array of metrics, guidance is needed. With a theoretical background and methodological properties as well as relevant scales, this handbook provides all the help we need. In the name of all the future students and researchers, facing for the first time the complexity of brand management and brand research, I would like to thank Lia Zarantonello and Véronique Pauwels-Delassus for their useful handbook."Marie-Hélène Fosse-Gomez, Professor of Marketing, IAE-University School of Management, University of Lille, France

• Introduction. Part 1 – Foundations of brand meaning. 1 Brand identity. 2 Brand image. 3 Brand associations. 4 Perceived brand attributes. 5 Brand anthropomorphism. 6 Brand personality. 7 Brand authenticity. 8 Brand heritage. 9 Brand evaluations. Part 2 – Consumer psychological responses to the brand. 10 Brand experience. 11 Brand love and positive emotions. 12 Brand attachment and detachment. 13 Ambivalent emotions towards the brand. 14 Negative emotions towards brands. 15 Consumer identity and the brand. 16 Cognitive and behavioural responses to brands. Part 3 – Consumer relationships with the brand . 17 Brand loyalty and fidelity. 18 Brand trust. 19 Other brand relationship indicators. 20 Brand engagement. 21 Brand advocacy and co-creation. 22 Brands in a communal and social context . Part 4 – Brand value and strategic brand management. 23 Brand equity. 24 Brand positioning. 25 Brand portfolio. 26 Brand ethics and responsibility. 27 Brand orientation. 28 Employer brand.