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The Strategy of Global Branding and Brand Equity
The Strategy of Global Branding and Brand Equity
Author: Alvin Lee, Jinchao Yang, Richard Mizerski, Claire Lambert
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 Pr...  more »
ISBN-13: 9780415749114
ISBN-10: 0415749115
Publication Date: 4/2/2015
Pages: 240
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Publisher: Routledge
Book Type: Paperback
Members Wishing: 0
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