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From 'made-in-China' to 'designed in China': the challenge in reputation management of Chinese luxury brands in the western market

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From 'made-in-China' to 'designed in China': the challenge in reputation management of Chinese luxury brands in the western market

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QUOTES “In this research thesis, I will be focusing on the reputation management of Chinese-originated luxury brands and how this reputation is perceived in the Western market. For many, ‘Made-in-china’ is perceived as low-cost and low quality. When you search for ‘Chinese Luxury’, you are likely to find an abundance of information about China being the biggest market and demand for Western luxury brands. On the other hand, you are unlikely to find information about well-established China-originated luxury brands.” RESEARCH QUESTION What are the current challenges in reputation management and getting brand awareness of ‘Made-in-China’ luxury brands in the Western Market? SUB-QUESTIONS 1) What does the current luxury market in China look like today? 2) What is the current reputation of Chinese brands according to both Chinese consumers and consumers in the Western market? 3) What are the challenges that Chinese-originated luxury brands can face when expanding to the Western market? TABLE OF CONTENTS Disclaimer. – Acknowledgements. - Abstract CHAPTER 1: Introduction. - Rationale and purpose. - Research questions. - Research Methodology CHAPTER 2: Luxury market in China. - Background of luxury in China (Silk road luxuries from China) . - Meaning of ‘Luxury’ in China today (Demand for foreign luxury brands ; Growing Chinese luxury spending ; Luxury brand counterfeiting ; Chinese domestic luxury brands) CHAPTER 3: Reputation Management in China. - Nation Brand and its product brands (Contradicting nation brand ; Country of origin). - Chinese Government: ‘Created-In-China’ CHAPTER 4: Challenges in Brand Awareness for Chinese luxury. - Brand Awareness of luxury brands (Importance of Brand Awareness ; Brand awareness of luxury brands). - Chinese domestic luxury brands on the move (Current Chinese Luxury brands ; Case Study: Shanghai Tang ; Challenges for Chinese luxury brands CHAPTER 5: Profiling the next luxury generation. - Affluent Millennials. - Millennials and the luxury market (Millennials’ expectation in luxury). - Western Market consumer perception and values. - Cultural difference between West and China CHAPTER 6 Research Result ARTICLE The article is entitled ‘From made in China to designed in China’. Its content is based on the research findings.

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OrganisatieHogeschool van Amsterdam
OpleidingAMFI - Amsterdam Fashion Institute
AfdelingMedia, Creatie en Informatie
Jaar2019
TypeBachelor
TaalEngels

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