期刊文献+

奢侈品牌的传播批判

下载PDF
导出
摘要 随着社会化媒体的普及,传统的营销传播逐步向蕴含着丰富文化内涵的品牌传播过渡,消费者进入品牌传播的营销闭环。作为人们身份地位象征的奢侈品品牌逐渐进入中国中产阶级的生活,面对西方的舶来品,中国式奢侈品消费的背后暗藏的是盲目的狂欢和虚假的幸福。本文旨在分析奢侈品品牌的历史发展,以及其在中国的品牌传播现状,并以此来探讨奢侈品行业在中国迅猛发展的原因和本质,揭示奢侈品消费背后,中国人浮躁的消费心理。
作者 代欣怡
出处 《今传媒》 2020年第2期50-52,共3页 Today's Mass Media
  • 相关文献

参考文献3

二级参考文献18

  • 1王卫红.消费者对中外零售品牌的态度比较研究[J].商业经济与管理,2004(10):11-15. 被引量:7
  • 2A·R·雷奥,肯特B·门罗.溢价的成因与后果[J].商业杂志,1996,(4):511-535.
  • 3Fishbein M, Ajzen I. Beliefs, attitude, intention and behavior: an introduction to theory and research[ M ]. Addison-Wesley, MA: Reading, 1975. 288-381.
  • 4Fournier S. Consumers and their brands: developing relationship marketing theory in consumer research [ J ]. Journal of Consumer Research, 1998, 24(3) : 343-373.
  • 5Peterson R A. The price and perceived quality relationship: experimental evidence [ J ]. Journal of Marketing Research, 1970, 11(4):525-528.
  • 6Aaker J L. Dimensions of brand personality[J]. Journal of Marketing, 1997, 34 (8): 347-356.
  • 7Keller K L. Conceptualizing, measuring and managing clustered-based brand equity [J]. Journal of Marketing, 1993, 57(1) : 1-29.
  • 8Rao A R, Monroe K B. The effect of price, brand name, and store name on buyers' perceptions of product quality: an integrative review[J]. Journal of Marketing Research, 1989, 26(3) : 351-357.
  • 9Peterson R A. The price and perceived quality relation-ship: experimental evidence [ J ]. Journal of Marketing Research, 1970, 11(4):525-528.
  • 10Stokes R. The effects of price, package design, and brand familiarity on perceived quality. In Jacoby, ed. Perceived Quality [ M ]. Boston: D C Heath Company, 1985. 233-245.

共引文献4

相关作者

内容加载中请稍等...

相关机构

内容加载中请稍等...

相关主题

内容加载中请稍等...

浏览历史

内容加载中请稍等...
;
使用帮助 返回顶部