<p>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.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hig-4966 |
| Date | January 2009 |
| Creators | Wu, Jieying, Ye, Lupeng |
| Publisher | University of Gävle, Department of Business Administration and Economics, University of Gävle, Department of Business Administration and Economics |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, text |
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