TY  - BOOK
AU  - Lee, Alvin
AU  - Yang, Jinchao
AU  - Mizerski, Richard
AU  - Lambert, Claire
TI  - The Strategy of Global Branding and Brand Equity
SN  - 9780415749114
U1  - 658.827 
PY  - 2015///
CY  - Oxon
PB  - Routledge
KW  - Product Management
KW  - Brand Name Products
KW  - Branding
N1  - 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
ER  -