The Strategy Of Global Branding And Brand Equity
(Sprache: Englisch)
This book is the first to provide a prospective method that does not have to rely on a brand's past performance to predict consumer choice. This innovative method predicts consumers' loyalty and choices and the performance of brands. This enables the...
Leider schon ausverkauft
versandkostenfrei
Buch (Kartoniert)
5.99 €
2 DeutschlandCard Punkte
sammeln
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenlose Rücksendung
Produktdetails
Produktinformationen zu „The Strategy Of Global Branding And Brand Equity “
This book is the first to provide a prospective method that does not have to rely on a brand's 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.
Klappentext zu „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 thatprove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.
Inhaltsverzeichnis zu „The Strategy Of Global Branding And Brand Equity “
1. Brands - Origins, Heritage and Importance 2. The Art of Branding 3.The Science of Measuring Brand Performance 4. Cross-cultural Studies, Loyalty, Choice, Experiments and Hypotheses 5. Research Method 6. Results: Sample Comparability and Brand Knowledge Constructs 7. Results: Predicting Brand Choice using Multiple Discriminant Analysis 8. Results: Predicting Brand Choice using Multinomial Logistic Regression Analysis and Binary Logistic Regression Analysis 9. Discussion of Results and Summary 10. Workshop: Predictive Brand Choice (PBC) Work Process
Bibliographische Angaben
- Autoren: Alvin Lee , Jinchao Yang , Richard Mizerski
- 2015, 240 Seiten, 43 Schwarz-Weiß-Abbildungen, Maße: 23,4 cm, Kartoniert (TB), Englisch
- With Claire Lambert
- Verlag: Routledge
- ISBN-10: 0415749115
- ISBN-13: 9780415749114
Sprache:
Englisch
Kommentar zu "The Strategy Of Global Branding And Brand Equity"
0 Gebrauchte Artikel zu „The Strategy Of Global Branding And Brand Equity“
| Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
|---|
Schreiben Sie einen Kommentar zu "The Strategy Of Global Branding And Brand Equity".
Kommentar verfassen