The Strategy of Global Branding and Brand Equity

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9780415749107: The Strategy of Global Branding and Brand Equity

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 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.

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About the Author:

Alvin Lee is Lecturer of Marketing at Deakin University, Australia. He has researched the marketing of consumer goods across markets in Asia and the United States. He received his PhD in marketing from the University of Western Australia.

Jinchao Yang is Associate Professor at the College of Economics and Management, China Agricultural University. Dr Yang has PhD degrees in agriculture and marketing and has international marketing experience in consumer foods and beverages. He received his PhD in marketing from the University of Western Australia and his PhD in agriculture from China Agricultural University.

Richard Mizerski is Emeritus Research Professor of Marketing at the University of Western Australia. He has worked as a consultant for several international package goods marketers including Nestlé and Kraft on the marketing of consumer goods in the United States, Europe and Asia.

Claire Lambert is Lecturer at the School of Business of Edith Cowan University, Australia. She has extensive industry experience in quick service food marketing and sales promotion. She received her PhD in marketing from the University of Western Australia.

Review:

"(The book) provides an interesting and informative reading on brands and branding process..."Samart Powpaka, Associate Professor, Department of Marketing, CUHK Business School, The Chinese University of Hong Kong

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1.

Alvin Lee, Jinchao Yang, Richard Mizerski
Editorial: Taylor Francis Ltd, United Kingdom (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: 1
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The Book Depository
(London, Reino Unido)
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Descripción Taylor Francis Ltd, United Kingdom, 2015. Hardback. Estado de conservación: New. Language: English . Brand New Book. 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 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. Nº de ref. de la librería AA69780415749107

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Alvin Lee, Jinchao Yang, Richard Mizerski, Claire Lambert
Editorial: Taylor and Francis 2015-03-12, London (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
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Descripción Taylor and Francis 2015-03-12, London, 2015. hardback. Estado de conservación: New. Nº de ref. de la librería 9780415749107

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Alvin Lee, Jinchao Yang, Richard Mizerski
Editorial: Taylor Francis Ltd, United Kingdom (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: 1
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The Book Depository US
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Descripción Taylor Francis Ltd, United Kingdom, 2015. Hardback. Estado de conservación: New. Language: English . Brand New Book. 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 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. Nº de ref. de la librería AA69780415749107

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Lee, Alvin
Editorial: Taylor and Francis (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
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Descripción Taylor and Francis, 2015. HRD. Estado de conservación: New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. Nº de ref. de la librería VT-9780415749107

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Lee, Alvin
Editorial: Routledge (2016)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Paperback Cantidad: 1
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Ria Christie Collections
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Descripción Routledge, 2016. Paperback. Estado de conservación: New. PRINT ON DEMAND Book; New; Publication Year 2016; Not Signed; Fast Shipping from the UK. No. book. Nº de ref. de la librería ria9780415749107_lsuk

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Lee, Alvin
Editorial: Routledge
ISBN 10: 0415749107 ISBN 13: 9780415749107
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Descripción Routledge. Estado de conservación: BRAND NEW. BRAND NEW Hardcover A Brand New Quality Book from a Full-Time Bookshop in business since 1992!. Nº de ref. de la librería 2029103

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Alvin Lee, Jinchao Yang, Richard Mizerski
Editorial: Taylor Francis Ltd, United Kingdom (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: 1
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Book Depository hard to find
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Descripción Taylor Francis Ltd, United Kingdom, 2015. Hardback. Estado de conservación: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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 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. Nº de ref. de la librería BTE9780415749107

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LEE, ALVIN; YANG, JINCHAO; MIZERSKI, RICHARD; LAMBERT, CLAIRE
Editorial: Routledge (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
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Herb Tandree Philosophy Books
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Descripción Routledge, 2015. Hardback. Estado de conservación: NEW. 9780415749107 This listing is a new book, a title currently in-print which we order directly and immediately from the publisher. Nº de ref. de la librería HTANDREE0855049

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Lee, Alvin/ Yao, Jinchao/ Mizerski, Richard/ Lambert, Claire
Editorial: Routledge (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
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Revaluation Books
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Descripción Routledge, 2015. Hardcover. Estado de conservación: Brand New. 221 pages. 9.25x6.25x0.75 inches. In Stock. Nº de ref. de la librería __0415749107

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Alvin Lee
Editorial: Routledge (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
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Descripción Routledge, 2015. HRD. Estado de conservación: New. New Book. Delivered from our US warehouse in 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND.Established seller since 2000. Nº de ref. de la librería IP-9780415749107

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