The strategy of global branding and brand equity / Alvin Lee, Jinchao Yang, Richard Mizerski and Claire Lambert.
Material type:
TextLanguage: English Publisher: London ; New York : Routledge, 2015Description: xviii, 221 páginas : ilustraciones, 3 cmContent type: - texto
- sin mediación
- volumen
- 9780415749114
- HF5415.1255 L44 2015
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Mediateca | Bibliográfica | HF5415.1255 L44 2015 (Browse shelf(Opens below)) | Available | 11942 | |
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Mediateca | Bibliográfica | HF5415.1255 L44 2015 (Browse shelf(Opens below)) | Available | 11940 | |
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Libros
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Mediateca | Bibliográfica | HF5415.1255 L44 2015 (Browse shelf(Opens below)) | Available | 11941 |
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| HF5415.1255 G49 2005 Ej. 1 Bread & Butter Barcelona : tradeshow for selected brands summer 2005 08. 10 july / | HF5415.1255 H435 2010 Ej. 1 What is branding? / | HF5415.1255 I8618 2010 Ej. 1 Hombre de marca : marketing para el mercado masculino / | HF5415.1255 L44 2015 The strategy of global branding and brand equity / | HF5415.1255 L47 2013 Building better brands : a comprehensive guide to brand strategy and identity development / | HF5415.1255 L47 2013 Building better brands : a comprehensive guide to brand strategy and identity development / | HF5415.1255 M55 2012 Ej.1 Brand bible : the complete guide to building, designing, and sustaining brands / |
Incluye índice
Brands, origins, heritage and importance -- The art of branding -- The science of measuring brand performance -- Cross-cultural studies, loyalty, choice, experiments and hypotheses -- Research method -- Results: Predicting brand choice using multiple discriminant analysis -- Results: predicting brand choice using multinomial logistic regression analysis and binary logistic regression analysis -- Discussion of results and summary -- Workshop: Predictive brand choice (PBC) Work process.
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