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..

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Title The strategy of global branding and brand equity
Author(s) Lee, AlvinORCID iD for Lee, Alvin orcid.org/0000-0002-5364-9124
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 http://hdl.handle.net/10536/DRO/DU:30074092

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