The Strategy of Global Branding and Brand Equity

Author : Alvin Lee,Richard Mizerski

Hardback

Published : Tuesday 24 March 2015

ISBN : 9780415749107

Price : €152.10

Description

This book is the first to provide a prospective method that does not have to rely on a brands past performance to predict consumer choice. This innovative method predicts consumers loyalty and choices and the performance of brands. This enables the comparison of brand knowledge and brand equity of top brands within a product category in the context of different countries.Choice data is gathered in the retail setting - at the point of sale. This makes the method described practical, useful and implementable for researchers and practitioners.

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