Title

The strategy of global branding and brand equity

Document Type

Book

Publisher

Routledge

Place of Publication

Routledge

Faculty

Business and Law

School

School of Business and Law

RAS ID

18409

Comments

This Book was originally published as: Lee, A., Yao, J., Mizerski, R., & Lambert, C. (2015). The Strategy of Global Branding and Brand Equity. Routledge. ISBN 978-0-415-74911-4

Abstract

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.

Access Rights

Not open access

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