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  • THE STRATEGY OF GLOBAL BRANDING AND BRAND EQUITY
    ebook
    THE STRATEGY OF GLOBAL BRANDING AND BRAND EQUITY
    ALVIN LEE / JINCHAO YANG / RICHARD MIZERSKI / CLAIRE LAMBERT
    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,...

    $2,060.00

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