Brand Scale Development: A Review of Practices

Brand related scale development is growing and evolving trend in marketing. Using established and scientific procedure to develop sound measurement scale play crucial role in brand research academically and practically. This paper seeks to review the patterns in current brand scale development studies from recently published papers in academic journals or books.  This study has three important objectives: first, to help brand researchers to judge about quality of the targeted construct to employ in their study, second, assist them if they want to develop a sound scales and three, support reviewers to assess the quality of received paper for being considered to publish in academic journals.

کلیدواژه ها:

marketing ، brand management ، scale development ، brand dimensions ، measurement ، Modeling