The Strategy of Global Branding and Brand Equity by Lee et al. introduces the Predictive Brand Choice (PBC) model, a method designed to measure consumer loyalty without relying on historical purchase data. Published by Routledge, the framework achieves over 70% accuracy in predicting brand choice across international markets by analyzing data at the point of sale. Purchase options and details are available at Routledge .
The Strategy of Global Branding and Brand Equity - Routledge The Strategy of Global Branding and Brand Equity