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Luxury E-Branding in Greater Chin

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ISBN-10: 3838352874

ISBN-13: 9783838352879

Edition: 2010

Authors: En-Ying Lin

List price: $72.00
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Description:

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…    
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Book details

List price: $72.00
Copyright year: 2010
Publisher: Lambert Academic Publishing
Binding: Paperback
Pages: 156
Size: 6.00" wide x 9.00" long x 0.36" tall
Weight: 0.528
Language: English

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