Essays about: "chinese marketing"
Showing result 16 - 20 of 124 essays containing the words chinese marketing.
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16. Understanding the Purchase Intention of Consumers towards Airbnb in China From the Perspective of Liability of Foreignness
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this thesis is to research the factors influencing the purchase intention of Airbnb in China from the perspective of liability of foreignness. Methodology: This thesis adopts a quantitative approach through a questionnairebased survey among Chinese people. READ MORE
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17. The impact of CSR on brand equity: the moderating role of consumer involvement in CSR
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : While pursuing profits, modern firms begin to undertake corporate social responsibility (CSR). Different ways for firms to implement CSR have diverse impacts on consumer-based brand equity that reflects the meaning of the brand in consumers’ minds and is of considerable significance to corporate marketing strategy. READ MORE
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18. An explorative study on Chinese consumer’s perception and preference for the use of traditional Chinese cultural elements in marketing : - The role of nostalgia
University essay from Uppsala universitet/Företagsekonomiska institutionenAbstract : Aim: This study aims to explore the Chinese consumer's perception and preference for the use of traditional Chinese cultural elements (TCCEs) in marketing from two aspects: nostalgia formation and nostalgia preference. Methods: This study adopted the method of qualitative research. READ MORE
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19. Analysis of Chinese millennial consumers' preference for online advertising channel in China
University essay from Jönköping University/IHH, FöretagsekonomiAbstract : An increasing number of foreign companies want to enter the Chinese market. Online advertising is one of the indispensable means of the company's operation and marketing, and foreign companies poorly understood the online advertising channels in China. READ MORE
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20. The Role of Paid and Earned Social Media on Consumer Behavior for Apparel Brands in China’s Market
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Social media marketing is gradually replacing traditional marketing and becoming the primary marketing strategy for businesses. Paid and earned media have emerged as two major social media marketing forms that are important in business development research. READ MORE