Free Shipping on Order Over $60
AfterPay Available
The Strategy of Global Branding and Brand Equity

The Strategy of Global Branding and Brand Equity

by Alvin LeeRichard Mizerski Claire Lambert and others

Paperback / softback Publication Date: 19/03/2015

25%
OFF
RRP  $118.00 $89.50
or 4 easy payments of $22.37 with
afterpay
This item qualifies for FREE delivery

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.

ISBN:
9780415749114
9780415749114
Category:
Economics
Format:
Paperback / softback
Publication Date:
19-03-2015
Language:
English
Publisher:
Routledge
Country of origin:
United States
Dimensions (mm):
233x149x14mm
Weight:
0.34kg

This item is In Stock in our Sydney warehouse and typically sent from our warehouse within 2 - 3 working days.

Once sent we will send you a Shipping Notification which includes online tracking.

Please check the estimated delivery times below for your region, for after your order is despatched from our warehouse:

ACT Metro  2 working days

NSW Metro  2 working days

NSW Rural  2 - 3 working days

NSW Remote  2 - 5 working days

NT Metro  3 - 6 working days

NT Remote  4 - 10 working days

QLD Metro  2 - 4 working days

QLD Rural  2 - 5 working days

QLD Remote  2 - 7 working days

SA Metro  2 - 5 working days

SA Rural  3 - 6 working days

SA Remote  3 - 7 working days

TAS Metro  3 - 6 working days

TAS Rural  3 - 6 working days

VIC Metro  2 - 3 working days

VIC Rural  2 - 4 working days

VIC Remote  2 - 5 working days

WA Metro  3 - 6 working days

WA Rural  4 - 8 working days

WA Remote  4 - 12 working days

 

Express Post is available if ALL items in your Shopping Cart are listed as 'In Stock'.

Customer Reviews

Be the first to review The Strategy of Global Branding and Brand Equity.