A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands

This study focuses on brand literacy in the emerging market of China. Results reveal Chinese consumer desire to express a deep resonance between Chinese values and aesthetics and a favored brand identity. Chinese brands such as Shanghai Tang and Shang Xia - developed in collaboration with leading Eu...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Schroeder, Jonathan, Borgerson, Janet, Wu, Zhiyan
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Brands Consumers Emerging markets Luxuries
Online-Zugang:	Volltext
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