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

• Authors: Joanna Motta , Maria Barbosa
• 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

EN

Internet sale

PL

Sprzedaż internetowa

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2013
• Volume: 150
• Pages: 34-46

Contributors

author

Joanna Motta

author

Maria Barbosa

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Identifiers

ISSN

2083-8611