The strategy of global branding and brand equity
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.
Document Type
Book
Date of Publication
2015
Location of the Work
Routledge
Faculty
Faculty of Business and Law
Publisher
Routledge
School
School of Business and Law
RAS ID
18409
Copyright
subscription content
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