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A study of consumer perception of a Chinese luxury fashion apparel brand in Sweden
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Sustainable development
Sustainable Development/Sustainability is used as a subject keyword for the thesis
Abstract [en]

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 through the brands’ country of origin and brand history. Then a questionnaire is developed to analyse the luxury consumers’ perception of the Chinese brand Shanghai Tang and calculate the probability of customers purchasing luxury goods by Shanghai Tang. Finally, the future of Chinese luxury in Sweden will be discussed through an in-depth interview.

Place, publisher, year, edition, pages
2015. , 52 p.
Keyword [en]
nation brand image, consumer behaviour
National Category
Textile, Rubber and Polymeric Materials
Identifiers
URN: urn:nbn:se:hb:diva-165OAI: oai:DiVA.org:hb-165DiVA: diva2:815961
Subject / course
Textilt management - inriktning mot butikschef
Available from: 2015-06-18 Created: 2015-06-02 Last updated: 2015-06-18Bibliographically approved

Open Access in DiVA

fulltext(676 kB)1162 downloads
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feb0cafb2ffa8250385aa9286d1e9c559cad52d67d436d2af140422472bd5e135fda3cae209255f0b7c3d4b16ecdb242d90b8efa99042d9cbce5183a2538ddb6
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Faculty of Textiles, Engineering and Business
Textile, Rubber and Polymeric Materials

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf