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The Strategy of Global Branding and Brand Equity
Langbeschreibung
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.
Inhaltsverzeichnis
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
Alvin Lee is Lecturer of Marketing at Deakin University, Australia. He has researched the marketing of consumer goods across markets in Asia and the United States. He received his PhD in marketing from the University of Western Australia.
ISBN-13:
9781317525219
Veröffentl:
2015
Seiten:
264
Autor:
Alvin Lee
eBook Typ:
EPUB
eBook Format:
EPUB
Kopierschutz:
2 - DRM Adobe
Sprache:
Englisch
91,99 €*
Lieferzeit: Sofort lieferbar
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