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Luxury and fashion brands in China - A new model for Integrated Communications on the wave of Glocalization

von Malacrida, Elisa
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CHF 61.65
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Malacrida, Elisa Luxury and fashion brands in China - A new model for Integrated Communications on the wave of Glocalization
Malacrida, Elisa - Luxury and fashion brands in China - A new model for Integrated Communications on the wave of Glocalization

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Lieferung: zwischen 2021-05-17 und 2021-05-19
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Beschreibung

This book aims to analyze Integrated Communications (IC) strategies implemented by luxury and fashion companies in the Chinese market. The focus of the analysis is on the different choices in terms of localization or globalization of those integrated communication strategies. Research background, recent changes in the mindset of luxury consumers and transformations in communications channels are presented. After that, a new model for the analysis of the IC is developed as well with the analysis of the strategies of the top players in the market. The model is based on the positioning of each brand according to several communication channels. With this purpose, the China Localization Index (CLI) is developed as a weighted score for each brand. Building CLI allows us to compare different brands and see the different impact of each communication channels in the IC models. Following the CLI scores, brands are ranked and a correlation analysis is performed in order to understand which channel has a higher impact on their local brands positioning.

Mitwirkende

Autor:
Malacrida, Elisa

Weitere Informationen

Biografie:
After obtaining her Bachelor Degree in Business and Administration, she achieved a Double Master of Science in International Management at Bocconi University (Milan) joint with Fudan University (Shanghai).She lived in China for one year and she got both academic knowledge and empirical experience in luxury and fashion industry.
Sprache:
Englisch
Seitenanzahl:
144
Medientyp:
Taschenbuch
Verlag:
LAP Lambert Academic Publishing

Stammdaten

Produkttyp:
Taschenbuch
Verpackungsabmessungen:
0.218 x 0.15 x 0.014 m; 0.281 kg
GTIN:
09783845474052
DUIN:
M84M90CTUJ6
CHF 61.65
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