000			01979nam a22002777a#4500
001			822089
007			tz
008			160712t2015 th ||||| |||| 00| 0 eng d
020			_a9780415749114
049			_aPIMLIB
050			_aHF5415.1255 _bL481
100			_aLee, Alvin _947037
245			_aThe strategy of global branding and brand equity
260			_aLondon ; New York : _bRoutledge, _c2015. _942967
300			_a221 p
449			_aNew Arrivals-Jul.2016
520			_aWhy 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.
650			_aBranding (Marketing) _95747
650			_aProduct management. _947038
650			_aBrand name products. _947039
690			_a0041 นิเทศศาสตรบัณฑิต วิชาเอกการสื่อสารองค์กรและแบรนด์ CB (ป.ตรี) _9122
942			_cBK
988			_c822089
998			_abenjamad
999			_c822089 _d822089