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Luxury E-Branding in Greater China by En-Ying Lin (Paperback, 2010)

About this product

About this product

Product Information

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.

Product Identifiers

Publisher
Lap Lambert Academic Publishing
ISBN-13
9783838352879
eBay Product ID (ePID)
106623583

Product Key Features

Author
EN-Ying Lin
Publication Name
Luxury E-Branding in Greater China
Format
Paperback
Language
English
Subject
Marketing
Publication Year
2010
Type
Textbook
Number of Pages
156 Pages

Dimensions

Item Height
229mm
Item Width
152mm
Item Weight
236g

Additional Product Features

Title_Author
EN-Ying Lin
Country/Region of Manufacture
Germany

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