Luxury and fashion brands in China (häftad)

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Format: Häftad (Paperback / softback)
Språk: Engelska
Antal sidor: 144
Utgivningsdatum: 2011-09-13
Förlag: LAP Lambert Academic Publishing
Illustrationer: black & white illustrations
Dimensioner: 229 x 152 x 9 mm
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Antal komponenter: 1
Komponenter: Paperback
ISBN: 9783845474052

Luxury and fashion brands in China

Name: Luxury and fashion brands in China
Price: 826.00 SEK
Availability: InStock
Author: Elisa Malacrida
ISBN: 9783845474052

A new model for Integrated Communications on the wave of Glocalization

av Elisa Malacrida

Häftad, Engelska, 2011-09-13

826

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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.

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