The Strategy of Global Branding and Brand Equity

4 valoración promedio
( 1 valoraciones por Goodreads )
 
9780415749107: The Strategy of Global Branding and Brand Equity
Críticas:

"(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

Reseña del editor:

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 percent 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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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
Librería
The Book Depository
(London, Reino Unido)
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Descripción Taylor Francis Ltd, United Kingdom, 2015. Hardback. Estado de conservación: New. 234 x 156 mm. 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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2.

Alvin Lee
Editorial: Taylor and Francis 2015-03-12, London (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: > 20
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Blackwell's
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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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3.

Alvin Lee, Jinchao Yang, Richard Mizerski
Editorial: Taylor Francis Ltd, United Kingdom (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: 1
Librería
The Book Depository US
(London, Reino Unido)
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[?]

Descripción Taylor Francis Ltd, United Kingdom, 2015. Hardback. Estado de conservación: New. 234 x 156 mm. 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
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Cantidad: > 20
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BWB
(Valley Stream, NY, Estados Unidos de America)
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Descripción Estado de conservación: New. This item is Print on Demand - Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería POD_9780415749107

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5.

Alvin Lee; Jinchao Yang; Richard Mizerski
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Cantidad: > 20
Librería
BWB
(Valley Stream, NY, Estados Unidos de America)
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[?]

Descripción Estado de conservación: New. Depending on your location, this item may ship from the US or UK. Nº de ref. de la librería 97804157491070000000

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Lee, Alvin
Editorial: Taylor and Francis (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Cantidad: 5
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Paperbackshop-US
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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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7.

Lee, Alvin
Editorial: Routledge (2016)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Paperback Cantidad: 1
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Ria Christie Collections
(Uxbridge, Reino Unido)
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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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8.

Lee, Alvin
Editorial: Routledge
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: 1
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C. Clayton Thompson - Bookseller
(BOONE, NC, Estados Unidos de America)
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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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9.

Alvin Lee, Jinchao Yang, Richard Mizerski
Editorial: Taylor Francis Ltd, United Kingdom (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: 1
Librería
Book Depository hard to find
(London, Reino Unido)
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Descripción Taylor Francis Ltd, United Kingdom, 2015. Hardback. Estado de conservación: New. 234 x 156 mm. 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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10.

LEE, ALVIN; YANG, JINCHAO; MIZERSKI, RICHARD; LAMBERT, CLAIRE
Editorial: Routledge (2015)
ISBN 10: 0415749107 ISBN 13: 9780415749107
Nuevos Tapa dura Cantidad: 1
Librería
Herb Tandree Philosophy Books
(Stroud, GLOS, Reino Unido)
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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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