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

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

Copyright

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Link to publisher version (DOI)

10.4324/9781315722528