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Marketing of luxury brand-VERSACE - Dissertation Example
Author : volkmankimberly
Pages 28 (7028 words)
Running Head: Marketing Marketing Table of Contents Introduction 3 Background 5 Marketing Communication Strategies 7 Use of Social Media by Luxury Brands 8 Research Problem 13 Aims and Objectives 14 Outline 15 Research Design and Method 15 Research Purpose 15 Exploratory Research Purpose 16 Descriptive Research Purpose 16 Research Approach 16 Subjects 17 Data Collection 17 Data Analysis 18 Reliability and Validity 18 Analysis and Results 19 Motivational Factors that Encourage Young Consumers to Purchase Versace 19 Students’ Purpose to Buy Versace 20 Usefulness of Social Media as Component of Marketing Communications 21 Conclusion 22 Suggestions and Imp…
Luxury products have currently become reasonably priced to more customers, especially for youth and hence, luxury brands have the probability to grow and establish their reputation globally (Semenik, 2001, p. 39). During the early part of 1990s, a number of luxury brands began to initiate their brands in China. The major cause for it is China being the world’s leading market. The Chinese market signifies a huge population and sturdy financial development. More significantly, Chinese customers - including students - have become more affluent than ever before, they are more accommodating towards western style traditions and they have a strong aspiration toward luxury products. In 2010, a study revealed that more than 15 million of existing and potential luxury brand customers are Chinese (Zarrella, 2009, p. 77). ...