The strategy of global branding and brand equity

Lee, Alvin, Yang, Jinchao, Mizerski, Richard and Lambert, Claire 2015, The strategy of global branding and brand equity, Routledge, Abingdon, Eng..

Attached Files
Name Description MIMEType Size Downloads

Title The strategy of global branding and brand equity
Author(s) Lee, AlvinORCID iD for Lee, Alvin
Yang, Jinchao
Mizerski, Richard
Lambert, Claire
Publication date 2015
Total pages 222
Publisher Routledge
Place of Publication Abingdon, Eng.
Summary This book offers a way to predict which brand a buyer will purchase. It looks at brandperformance within a product category and tests it in different countries with verydifferent 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’spast performance or a customer’s purchase history for prediction. Choice data isgathered in the retail setting – at the point of sale. The Strategy of Global Brandingand Brand Equity presents survey data and quantitative analyses that prove themethod described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
ISBN 9780415749114
Language eng
Field of Research 150504 Marketing Measurement
150505 Marketing Research Methodology
Socio Economic Objective 970115 Expanding Knowledge in Commerce
HERDC Research category A1 Books - authored - research
ERA Research output type A Book
Copyright notice ©2015, Taylor & Francis
Persistent URL

Connect to link resolver
Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved.

Version Filter Type
Citation counts: TR Web of Science Citation Count  Cited 0 times in TR Web of Science
Scopus Citation Count Cited 2 times in Scopus
Google Scholar Search Google Scholar
Access Statistics: 688 Abstract Views, 7 File Downloads  -  Detailed Statistics
Created: Tue, 30 Jun 2015, 17:19:56 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact