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The Strategy of Global Branding and Brand Equity

By: Contributor(s): Material type: TextTextPublication details: Routledge 2015 OxonDescription: 221pISBN:
  • 9780415749114
Subject(s): DDC classification:
  • 658.827 LEE
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Item type Current library Item location Collection Call number Status Date due Barcode Item holds
Book 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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