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The Strategy of Global Branding and Brand Equity, Lee, Yang, Mizerski, Claire..
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eBay item number:295106627404
Item specifics
- Condition
- PublishedOn
- 2015-03-24
- Title
- The Strategy of Global Branding and Brand Equity
- ISBN
- 9780415749107
- EAN
- 9780415749107
- Publication Year
- 2015
- Type
- Textbook
- Format
- Hardcover
- Language
- English
- Publication Name
- The Strategy of Global Branding and Brand Equity
- Item Height
- 234mm
- Publisher
- Taylor & Francis LTD
- Item Width
- 156mm
- Subject
- Marketing, Business
- Item Weight
- 476g
- Number of Pages
- 222 Pages
About this product
Product Information
Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand? This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer's loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand. PBC uses a prospective predicting method which does not have to rely on a brand's past performance or a customer's purchase history for prediction. Choice data is gathered in the retail setting - at the point of sale. The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
Product Identifiers
Publisher
Taylor & Francis LTD
ISBN-13
9780415749107
eBay Product ID (ePID)
213393284
Product Key Features
Publication Name
The Strategy of Global Branding and Brand Equity
Format
Hardcover
Language
English
Subject
Marketing, Business
Publication Year
2015
Type
Textbook
Number of Pages
222 Pages
Dimensions
Item Height
234mm
Item Width
156mm
Item Weight
476g
Additional Product Features
Country/Region of Manufacture
United Kingdom
Item description from the seller
Business seller information
WRAP Ltd.
Mubin Ahmed
Unit 4
119 Loverock Road
Reading
Berkshire
RG30 1DZ
United Kingdom
Value added tax number:
- GB 724498118
Trade registration number:
- 03800600
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eBay item number:295106627404
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