Autor:	Wu, Jieying, Ye, Lupeng
Jazyk:	angličtina
Rok vydání:	2009
Předmět:	brand management fashion blog Business studies Företagsekonomi
Druh dokumentu:	Text
Popis:	H&M has been in China for three years. The consumers in China are still enthusiastic with this brand when the first store in the capital city, Beijing. In this paper, we use the concept of brand identity and brand image and outline a conceptual model for understanding and studying the customer experience of H&M in China. Case study illustrates how this model works in the design and management of the branding in H&M.
Databáze:	Networked Digital Library of Theses & Dissertations
Externí odkaz:	http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-4966 Zobrazit plný text záznamu