The strategy of global branding and brand equity

Authors

Alvin Lee
Jinchao Yang
Richard Mizerski
Claire Lambert, Edith Cowan UniversityFollow

Document Type

Book

Publisher

Routledge

Place of Publication

Routledge

Faculty

Faculty of Business and Law

School

School of Business and Law

RAS ID

18409

Comments

Lee, A., Yao, J., Mizerski, R., & Lambert, C. (2015). The Strategy of Global Branding and Brand Equity. Routledge. ISBN 978-0-415-74911-4. Chapter Available here

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.

DOI

10.4324/9781315722528

Access Rights

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