Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing Yang, Jinchao, Mizerski, Dick, Lee, Alvin, Liu, Fang, Olaru, Doina and Chua, Hui Min 2010, Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing, in ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, ANZMAC, Christchurch, N.Z, pp. 1-7. Attached Files Name Description MIMEType Size Downloads lee-usingbrand-2010.pdf Published version application/pdf 129.45KB 532 Title Using brand knowledge to predict beer brand preference and loyalty for samples of new frequent users in Perth and Beijing Author(s) Yang, Jinchao Mizerski, Dick Lee, Alvin orcid.org/0000-0002-5364-9124 Liu, Fang Olaru, Doina Chua, Hui Min Conference name Australian and New Zealand marketing Academy. Conference (2010 : Christchurch, New Zealand) Conference location Christchurch, New Zealand Conference dates 29 Nov. - 1 Dec. 2010 Title of proceedings ANZMAC 2010 : Doing more with less : Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference Editor(s) Ballantine, Paul Finsterwalder, Jörg Publication date 2010 Conference series Australian and New Zealand marketing Academy Conference Start page 1 End page 7 Total pages 7 Publisher ANZMAC Place of publication Christchurch, N.Z Keyword(s) brand knowledge consumer-based brand equity discrimination ability prediction Australia beer market China beer market Summary This study tests a model of Brand Knowledge and Brand Equity of brands of beer on new and frequent users in two populations that differ in their stage of the beer product life cycle and culture. Using Multiple Logistic Regression (MLR) and Binomial Logistic Regression (BLR), models based on the respondents' Brand Knowledge are able to correctly identify Chinese respondents’ preferred brand of beer 56% of the time, while correctly identifying 77% of respondents in an Australian sample when three top brands are tested. The model could further identify 67% of those that stay or switch in both the Australian and the Chinese samples. Notes Reproduced with the kind permission of the copyright owner. ISBN 9780473178208 Language eng Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services HERDC Research category E1.1 Full written paper - refereed Copyright notice ©2010, ANZMAC Free to Read? Yes Persistent URL http://hdl.handle.net/10536/DRO/DU:30036206 Document type: Conference Paper Collections: Faculty of Business and Law School of Management and Marketing Open Access Collection Related Links Link Description Connect to published version Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. 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 drosupport@deakin.edu.au. Versions Version Filter Type Wed, 10 Aug 2011, 09:34:48 EST Fri, 11 Nov 2011, 11:13:18 EST Fri, 11 Nov 2011, 11:16:40 EST Fri, 16 Mar 2012, 19:00:04 EST Mon, 26 Mar 2012, 10:54:02 EST Tue, 05 Dec 2017, 10:52:15 EST Fri, 07 Sep 2018, 15:29:39 EST Filtered Full Citation counts:   Cited 0 times in TR Web of Science Cited 0 times in Scopus Search Google Scholar Access Statistics: 953 Abstract Views, 535 File Downloads  -  Detailed Statistics Created: Wed, 10 Aug 2011, 09:34:48 EST