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Anglický jazyk
Luxury E-Branding in Greater China
Autor: En-Ying Lin
the current study will explore luxury brand websites in Chinese and English language in terms of website characteristics, standardization versus adaptation, product category, country of origin, cultural viewpoints and authenticity. The overall contribution... Viac o knihe
Na objednávku
54.63 €
bežná cena: 60.70 €
O knihe
the current study will explore luxury brand websites in Chinese and English language in terms of website characteristics, standardization versus adaptation, product category, country of origin, cultural viewpoints and authenticity. The overall contribution of this research is to forward and apply theoretical perspectives to luxury online branding strategy and tactics. The research will be the first content analysis study in luxury online branding in China market as well. The integrated authenticity model and luxury brands authenticity index will contribute greatly in luxury branding research. Finally, the findings will be utilized by both industry and new media professionals as a practical outline for effective online branding in the market of China.
- Vydavateľstvo: LAP LAMBERT Academic Publishing
- Rok vydania: 2010
- Formát: Paperback
- Rozmer: 220 x 150 mm
- Jazyk: Anglický jazyk
- ISBN: 9783838352879
