The Strategy of Global Branding and Brand Equity
Alvin (Deakin University, Australia) Lee, Claire (Edith Cowan University, Australia) Lambert, Jinchao (China Agricultural University, China) Yang, Richard (University of Western Australia, Australia) Mizerski
Taylor & Francis Ltd, 2015
123,50 €On orderDelivery: 2-3 weeks
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.
- ISBN-13
- 9780415749114
- ISBN-10
- 0415749115
- Publisher
- Taylor & Francis Ltd
- Year
- 2015
- Publication date
- 2015-03-19
- Pages
- 222
- Dimensions
- 235x157x19
- Weight
- 370