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2013 | 150 | 34-46

Article title

Selling Luxury Wrist Watches Online. A Content Analysis of Web Sites


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This paper analyses the way in which luxury wrist watch companies recur to new media to communicate and sell their products. The online brand communication strategies, including the brand's positioning, of 19 luxury wrist watch manufacturers were identified on hand of its web sites by using the thematic content analysis methodology, as a qualitative and a quantitative measurement instrument.







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