... demand different responses. © Emerald Group Publishing Limited 2013 Brand image Customer loyalty Customer behavior Customer journey Non-stop customer Pricing With a burgeoning stream of online choices available to customers, it is harder than ever to predict how...

... implications The data about Chinese consumers' expectations translate into seven core lessons for marketers. Three of the lessons offer ways to shape brand image and four suggest how to best communicate the brand message. Originality/value Analysis of the survey data identified six consumer...

... the intangibles of brands to hard financial metrics allows companies to exploit the full potential of their brands and thereby gain a competitive advantage. © MCB UP Limited 2002 Brand valuation Growth Portfolio planning Brand image Brand identity Brand names Brand portfolio management...