Development of a brand-devotion scale

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.

Autorentext

After completing his Bachelors degree in Electrical Engineering in Innsbruck, Austria, Matthias Bolda went on to continue his education at UCLA, accomplishing his Masters degree while obtaining several Professional Certifications in Accounting, General Business, Marketing, Taxation and Personal Financial Planning.