Deakin University
Browse

File(s) under permanent embargo

The strategy of global branding and brand equity

book
posted on 2015-01-01, 00:00 authored by Alvin LeeAlvin Lee, J Yang, R Mizerski, C Lambert
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.

History

Publisher

Routledge

Place of publication

Abingdon, Eng.

ISBN-13

9780415749114

Language

eng

Publication classification

A1 Books - authored - research; A Book

Copyright notice

2015, Taylor & Francis

Usage metrics

    Research Publications

    Categories

    No categories selected

    Keywords

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC