The Strategy of Global Branding and Brand Equity

By:

Lee, Alvin

Contributor(s):

Material type: Text

TextPublication details: Routledge 2015 OxonDescription: 221pISBN:

9780415749114

Subject(s):

DDC classification:

658.827 LEE

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.827 LEE (Browse shelf(Opens below))	Available		M0032713

Total holds: 0

1. Brands- Origins, Heritage and Importance
2. The Art of Branding
3. The Science of Measuring Brand Performance
4. Cross-Culture Studies, Loyalty, Choice, Experiment and Hypotheses
5. Research Method
6. Result: Sample Comparability and Brand Knowledge Constructs
7. Results: Predicting Brand Choice Using Multiple Discriminant Analysis
8. Results: Predicting Brand Choice Using Multinomial Logistic Regression Analysis and Binary Logistic Regression Analysis
9. Discussion of Results and Summary
10. Workshop: Predictive Brand Choice (PBC) Work Process

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