{"product_id":"the-strategy-of-global-branding-alvin-lee-9780415749107","title":"The Strategy of Global Branding and Brand Equity","description":"This book is the first to provide a prospective method that does not have to rely on a brand's past performance to predict consumer choice. This innovative method predicts consumers' loyalty and choices and the performance of brands. This enables the comparison of brand knowledge and brand equity of top brands within a product category in the context of different countries.Choice data is gathered in the retail setting - at the point of sale. This makes the method described practical, useful and implementable for researchers and practitioners.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Alvin Lee,Jinchao Yang,Richard Mizerski\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0415749107\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780415749107\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Routledge\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 03\/31\/2015\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 240\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.13lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.14w x 0.56d","brand":"Alvin Lee","offers":[{"title":"Hardcover","offer_id":48153009160447,"sku":"9780415749107","price":225.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_c4f2a1ae-c754-4a23-bd30-98d2ad79ec4c.jpg?v=1770780673","url":"https:\/\/www.whiterainbookhouse.com\/products\/the-strategy-of-global-branding-alvin-lee-9780415749107","provider":"WR Book House","version":"1.0","type":"link"}