Development of a brand-devotion scale. Measuring, quantifying and understanding brand devotion in customers

      Аннотация: This book summarizes, then expands current theories in brand-loyalty and -devotion while introducing a way to explore quantitative studies. In collaboration with Elisabeth A. Pichler and Andrea Hemetsberger, the author translates an extensive qualitative questionnaire into a useful and efficient tool. He successfully optimizes a set of questions to quantify the level of brand devotion in customers and gives insight on the direct relation to profitability.

Ключевые слова: Branding, Marketing Strategies, Strategic Marketing, Brand devotion, Scale Development, Loyal customers, Sacrifice