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E-grāmata: Strategy of Global Branding and Brand Equity

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(Deakin University, Australia), (Edith Cowan University, Australia), (University of Western Australia, Australia), (China Agricultural University, China)
  • Formāts: 264 pages
  • Izdošanas datums: 02-Mar-2015
  • Izdevniecība: Routledge
  • Valoda: eng
  • ISBN-13: 9781317525226
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Strategy of Global Branding and Brand EquityPalielināt
  • Formāts: 264 pages
  • Izdošanas datums: 02-Mar-2015
  • Izdevniecība: Routledge
  • Valoda: eng
  • ISBN-13: 9781317525226
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Why does a customer choose one brand over another? What are the factors which would make an individual more inclined to choose your brand?

This book offers a way to predict which brand a buyer will purchase. It looks at brand performance within a product category and tests it in different countries with very different cultures. Following the Predictive Brand Choice (PBC) model, this book seeks to predict a consumer’s loyalty and choice. Results have shown that PBC can achieve a high level of predictive accuracy, in excess of 70% in mature markets. This accuracy holds even in the face of price competition from a less preferred brand.

PBC uses a prospective predicting method which does not have to rely on a brand’s past performance or a customer’s purchase history for prediction. Choice data is gathered in the retail setting – at the point of sale.The Strategy of Global Branding and Brand Equity presents survey data and quantitative analyses that prove the method described to be practical, useful and implementable for both researchers and practitioners of commercial brand strategies.

Recenzijas

"(The book) provides an interesting and informative reading on brands and branding process" Samart Powpaka, Associate Professor, Department of Marketing, CUHK Business School, The Chinese University of Hong Kong

List of figures ix
List of tables xi
List of worksheets xiii
Preface xiv
1 Brands - origins, heritage and importance 1(18)
What is a product?
2(1)
What is a brand?
3(1)
Product versus a brand
4(2)
Early references to brand
6(1)
The uses of brand
7(4)
Marketing and brands
11(1)
Increasing importance of brands
12(2)
What this book adds to the science of brand measurement
14(1)
Summary
15(2)
Bibliography
17(2)
2 The art of branding 19(21)
Customer emotions and brand
20(3)
Elements of a brand that influence consumer decision-making
23(1)
Benefits of a strong brand
24(2)
Brand utility and identity
26(4)
Why are some brands more successful?
30(4)
Brands help consumers choose when products are very similar
34(2)
The importance of branding for the international market
36(1)
Summary
37(1)
Bibliography
37(3)
3 The science of measuring brand performance 40(25)
Brand value
40(1)
Brand Equity and Brand Knowledge
41(1)
Empirical support for Brand Knowledge and Brand Equity
42(1)
Testing Brand Knowledge and Equity for two very different markets
42(2)
Effects of Brand Knowledge
44(1)
Brand Equity and Brand Knowledge
45(4)
Signaling Theory and Information Economics
49(3)
Psychological paradigm
52(10)
Summary
62(1)
Bibliography
62(3)
4 Cross-cultural studies, loyalty, choice, experiments and hypotheses 65(18)
Retailer brands
68(2)
Subscription market
70(5)
Sports
75(1)
Experimental studies in Brand Knowledge/Brand Equity
75(1)
Beer brands
76(1)
Lambert's Brand Equity/Brand Knowledge model
77(1)
Hypotheses
78(2)
Summary
80(1)
Bibliography
80(3)
5 Research method 83(17)
Product
83(1)
Samples
84(3)
Research objectives and overall procedure
87(3)
Measures of the Brand Knowledge construct
90(5)
The brand preference measure
95(1)
The brand loyalty measure
95(1)
Data-collection procedure
96(1)
Summary
97(1)
Bibliography
97(3)
6 Results: sample comparability and Brand Knowledge constructs 100(15)
Samples
100(2)
Differences between the two samples
102(3)
Australia and China samples' brand preferences
105(1)
Australia and China current beer drinkers' revealed Brand Loyalty
106(1)
Factor analysis on Brand Knowledge items
107(6)
Summary
113(1)
Bibliography
114(1)
7 Results: predicting brand choice using multiple discriminant analysis 115(9)
Multiple discriminant analysis (MDA)
115(8)
Summary
123(1)
Bibliography
123(1)
8 Results: predicting brand choice using multinomial logistic regression analysis and binary logistic regression analysis 124(12)
MLR analyses identifying the Australia sample's brand preference
124(2)
MLR analyses identifying factors in the China sample's
brand preference
126(1)
Binary logistic regression test
127(1)
BLR of the Australia sample's loyalty to the first preferred brand
127(2)
BLR of China sample's stay or switch decision
129(1)
BLR model of loyalty for Australia vs. China samples
130(1)
Formal testing of the hypotheses
131(3)
Summary
134(1)
Bibliography
135(1)
9 Discussion of results and summary 136(43)
Predictive Brand Choice model specification, testing and refinement
136(2)
Summary of findings from the PBC model development
and testing process
138(1)
Limitations
138(1)
Comparison to previous research
139(1)
Conclusion
140(2)
Bibliography
142(1)
10 Workshop: predictive Brand Choice (PBC) work process
143(1)
Creating and measuring brand equity
143(1)
The way Brand Knowledge is created
144(1)
Brand-building process for a beer
144(7)
Building BK and BE
151(10)
Experiment and stimuli
161(1)
Data
162(13)
Summary
175(1)
Bibliography
176(3)
Appendices
Appendix 1: Formula used to calculate disposable income
179(1)
Appendix 2: Demographic factors independent sample test table
180(1)
Appendix 3: Table of Australian beer users visiting times prediction result (UWA)
181(1)
Appendix 4: Table of China beer users visiting times prediction result (CAU)
182(1)
Appendix 5: Factor analysis for Australia sample beer users
183(3)
Appendix 6: Factor analysis of China sample beer users
186(3)
Appendix 7: MDA analysis
189(2)
Appendix 8: MLR analysis
191(8)
Appendix 9: BLR analysis
199(7)
Appendix 10: English questionnaire administered in Australia
206(5)
Appendix 11: Mandarin questionnaire administered in China
211(4)
Index 215
Alvin Lee is Lecturer of Marketing at Deakin University, Australia. He has researched the marketing of consumer goods across markets in Asia and the United States. He received his PhD in marketing from the University of Western Australia.

Jinchao Yang is Associate Professor at the College of Economics and Management, China Agricultural University. Dr Yang has PhD degrees in agriculture and marketing and has international marketing experience in consumer foods and beverages. He received his PhD in marketing from the University of Western Australia and his PhD in agriculture from China Agricultural University.

Richard Mizerski is Emeritus Research Professor of Marketing at the University of Western Australia. He has worked as a consultant for several international package goods marketers including Nestlé and Kraft on the marketing of consumer goods in the United States, Europe and Asia.

Claire Lambert is Lecturer at the School of Business of Edith Cowan University, Australia. She has extensive industry experience in quick service food marketing and sales promotion. She received her PhD in marketing from the University of Western Australia.
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