2023年全國(guó)碩士研究生考試考研英語(yǔ)一試題真題(含答案詳解+作文范文)_第1頁(yè)
已閱讀1頁(yè),還剩15頁(yè)未讀 繼續(xù)免費(fèi)閱讀

下載本文檔

版權(quán)說明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請(qǐng)進(jìn)行舉報(bào)或認(rèn)領(lǐng)

文檔簡(jiǎn)介

1、Marketing Intelligence that is, positive UGC and negative UGC co-exist in social media, thus functioning as both pro-brand and anti-brand communities. Consumers may promote their favored brands by posting positive comme

2、nts on the brands’ Facebook pages and Twitter or uploading favorable video clips to YouTube. At the same time, consumers may use brands’ social media as complaint forums by posting negative comments about an unsatisfacto

3、ry transaction with a company. The need to understand the dynamics of consumer-brand relationships formed and metamorphosed via versatile UGC embedded in social media is an impetus for proposing a model comprising variou

4、s antecedents to and consequences of consumers’ brand attitude in the novel context of brands’ social media interfaces. In this regard, the present research examined the marketing potential of social media as a tool for

5、luxury brand management and addressed the challenges luxury brands encounter in managing their interactive and dynamic relationships with consumers who utilize social media.Luxury brands and social media Luxury brands ac

6、count for a significant portion of consumer product sales. Sales revenue of Louis Vuitton Moe ¨t Hennessy (LVMH), the world’s largest luxury brand group, was 20,320 million euros in 2010 (Bloomberg.com, 2011). Despi

7、te the economic decline in recent years, LVMH’s net profit and total equity have consistently increased. Expecting to generate more than 190 billion euros in worldwide sales in 2011, luxury industries are experiencing st

8、rong annual growth in terms of both value and volume. The buoyant luxury goods sector implicates the need for a better understanding of driving factors that encourage luxury brand consumption and the significance of rese

9、arch on luxury brand management in the current social and media environments. Accordingly, the present study delved into the social psychological mechanisms underlying the unique integration of luxury brands and social m

溫馨提示

  • 1. 本站所有資源如無特殊說明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請(qǐng)下載最新的WinRAR軟件解壓。
  • 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請(qǐng)聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
  • 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁(yè)內(nèi)容里面會(huì)有圖紙預(yù)覽,若沒有圖紙預(yù)覽就沒有圖紙。
  • 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
  • 5. 眾賞文庫(kù)僅提供信息存儲(chǔ)空間,僅對(duì)用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對(duì)用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對(duì)任何下載內(nèi)容負(fù)責(zé)。
  • 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請(qǐng)與我們聯(lián)系,我們立即糾正。
  • 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對(duì)自己和他人造成任何形式的傷害或損失。

最新文檔

評(píng)論

0/150

提交評(píng)論