The Strategy of Global Branding and Brand Equity
Alvin Lee,Jinchao Yang,Richard Mizerski,Claire Lambert
ISBN: 9780415749114
Vydavateľstvo: Routledge
Rok vydania: 2015
Väzba: Paperback
Počet strán: 240
Dostupnosť: Na sklade
Pôvodná cena: 60,85 €
Výstavná cena:
51,72 €(t.j. po zľave 15%)
(Cena je uvedená vrátane 10% DPH)
Katalógová cena: 43.99 GBP
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This book is the first to provide a prospective method that does not have to rely on a brand’s past performance to predict consumer choice. This innovative method predicts consumers' loyalty and choices and the performance of brands. This enables the comparison of brand knowledge and brand equity of top brands within a product category in the context of different countries.Choice data is gathered in the retail setting – at the point of sale. This makes the method described practical, useful and implementable for researchers and practitioners.