01982nam a22002777a#4500 822089 tz 160712t2015 th ||||| |||| 00| 0 eng d 9780415749114 PIMLIB HF5415.1255 L481 Lee, Alvin 47037 The strategy of global branding and brand equity London ; New York : Routledge, 2015. 42967 221 p New Arrivals-Jul.2016 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 that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies. Branding (Marketing) 5747 Product management. 47038 Brand name products. 47039 0041 นิเทศศาสตรบัณฑิต วิชาเอกการสื่อสารองค์กรและแบรนด์ CB (ป.ตรี) 122 BK 2 822089 benjamad 822089 822089 0 0 0 0 BKE PIMLIB PIMLIB GEN-EN 2016-07-12 เอเชียบุ๊คส์ 2200.00 B000101094 9 4 15 HF5415.1255 L481 2015 32550000237810 2024-05-21 2023-10-25 2200.00 2023-05-09 BK