The Strategy of Global Branding and Brand Equity

by Claire Lambert, Alvin Lee, Richard Mizerski, et al.

Book Overview

Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?

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...

• Format: Paperback
• Language: English
• ISBN: 0415749115
• ISBN13: 9780415749114
• Release Date: March 2015
• Publisher: Routledge
• Length: 222 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.5" x 6.1" x 9.2"