Strategy of global branding and brand equity, the
Auteur :
Lee, Alvin / Yang, Jinchao / Mizerski, Richard / Lambert, Claire
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415749107
Date de publication :
24 mars 2015
Dimensions :
23,4 x 15,6 cm
Poids :
476 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.