The Strategy of Global Branding and Brand Equity
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ISBN-13:
9780415749107
Veröffentl:
2015
Erscheinungsdatum:
31.03.2015
Seiten:
240
Autor:
Alvin Lee
Gewicht:
513 g
Format:
234x156x14 mm
Sprache:
Englisch
Beschreibung:
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.
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
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