Selling Luxury Wrist Watches Online. A Content Analysis of Web Sites

• Autorzy: Joana Motta , Maria Barbosa , Sandra Filipe
• Języki publikacji: EN

Abstrakty

EN

This paper analyses the way in which luxury wrist watch companies recur to new media to communicate and sell their products. The online brand communication strategies, including the brand's positioning, of 19 luxury wrist watch manufacturers were identified on hand of its web sites by using the thematic content analysis methodology, as a qualitative and a quantitative measurement instrument. (original abstract)

Słowa kluczowe

EN

Internet sale

PL

Sprzedaż internetowa

• Czasopismo: Studia Ekonomiczne / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2013
• Numer: nr 150 La société de l'information : perspective européenne et globale : la société de l'information et ses enjeux pour les entreprises
• Strony: 34--46

Twórcy

autor

Joana Motta

• ISLA Campus Lisboa, Portugal

autor

Maria Barbosa

• CIGEST, Portugal

autor

Sandra Filipe

• Universidade de Aveiro, Portugal

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