The implications of digital marketing on WeChat for luxury fashion brands in China
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 | Luxusgüter | Luxury goods | Mode | Fashion | Social Web | Social web | Online-Marketing | Internet marketing | Markenführung | Brand management | Markenimage | Brand image | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Marketingmanagement | Marketing management |
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