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2013 | 150 | 34-46
Article title

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

Content
Title variants
Languages of publication
EN
Abstracts
EN
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.
Keywords
Year
Volume
150
Pages
34-46
Physical description
Contributors
author
author
References
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Document Type
Publication order reference
Identifiers
ISSN
2083-8611
YADDA identifier
bwmeta1.element.desklight-d5d42628-8aba-452a-be15-7b7217f039df
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