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Factors of branding: a Case Study of Hennes & Mauritz AB in China
University of Gävle, Department of Business Administration and Economics.
University of Gävle, Department of Business Administration and Economics.
2009 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

H&M has been in China for three years. The consumers in China are still enthusiastic with this brand when the first store in the capital city, Beijing. In this paper, we use the concept of brand identity and brand image and outline a conceptual model for understanding and studying the customer experience of H&M in China. Case study illustrates how this model works in the design and management of the branding in H&M.

Place, publisher, year, edition, pages
2009. , p. 50
Keywords [en]
brand management, fashion, blog
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hig:diva-4966Archive number: E3BA: DiVA 129/09OAI: oai:DiVA.org:hig-4966DiVA, id: diva2:227384
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2009-09-28 Created: 2009-07-13 Last updated: 2009-09-28Bibliographically approved

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fulltext(460 kB)9885 downloads
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File name FULLTEXT01.pdfFile size 460 kBChecksum SHA-512
e7872a82f23a2576aeb647c15d08be882c75f94515a583c0da883c6e870faa0ed0dc776cebf96c69c0a13130bd514fc7cb36ecc6d828cf67db424a1bdfdca2fe
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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