A study of consumer perception of a Chinese luxury fashion apparel brand in Sweden
This thesis investigates consumer perceptions of a Chinese luxury fashion brand in Sweden. The impact of nation brand image in terms of consumer buying behaviour and perception is examined by performing a case study of Shanghai Tang, comparing it to the American luxury fashion brand Ralph Lauren thr...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Högskolan i Borås, Akademin för textil, teknik och ekonomi
2015
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-165 |