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CROSS-CULTURAL DIFFERENCES IN LUXURY ADVERTISING: AN EXPERIMENTAL STUDY ABOUT THE EFFECTIVENESS OF PERSONALIZATION IN LUXURY ADVERTISING IN CHINA AND THE NETHERLANDS

Shubin Yu, Liselot Hudders, Verolien Cauberghe
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/298818
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Global Fashion Management Conference
2015 Global Fashion Management Conference at Florence (2015.06)
pp.810-811
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
strategytarget consumerluxury brandpurchase intentionindividual benefit
Author
  • Shubin Yu(Ghent University, Belgium)
  • Liselot Hudders(Ghent University, Belgium)
  • Verolien Cauberghe(Ghent University, Belgium)