LIBROS DEL AUTOR: jinchao yang

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  • The Strategy of Global Branding and Brand Equity
    Alvin Lee / Jinchao Yang / Richard Mizerski
    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.Choi...
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    138,22 €