The implications of digital marketing on WeChat for luxury fashion brands in China
Sindy Liu, Patsy Perry, Gregory Gadzinski
| Year of publication: |
2019
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|---|---|
| Authors: | Liu, Sindy ; Perry, Patsy ; Gadzinski, Gregory |
| Published in: |
The journal of brand management : an international journal. - Basingstoke : Palgrave Macmillan, ISSN 1350-231X, ZDB-ID 2098132-6. - Vol. 26.2019, 4, p. 395-409
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| Subject: | Luxury | China | Branding | Omnichannel | Social media | WeChat | Social Web | Social web | Luxusgüter | Luxury goods | Mode | Fashion | Markenführung | Brand management | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Multikanalvertrieb | Multichannel strategy | Markenimage | Brand image | Marketingmanagement | Marketing management |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1057/s41262-018-0140-2 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012060141