This thesis investigates the impact of the country-of-origin effect on Chinese luxury brands which intend to enter the German luxury goods market. By means of a questionnaire and a quantitative analysis, possible threats to Chinese newcomers that derive from an unfavorable country image are illustrated. In fact, the Chinese origin of luxury goods has an impact on German consumers' perception.
| Identifer | oai:union.ndltd.org:uni-wuerzburg.de/oai:opus.bibliothek.uni-wuerzburg.de:15304 |
| Date | January 2017 |
| Creators | Shane, Nadine |
| Source Sets | University of Würzburg |
| Language | English |
| Detected Language | English |
| Type | masterthesis, doc-type:masterThesis |
| Format | application/pdf |
| Rights | https://creativecommons.org/licenses/by-sa/4.0/deed.de, info:eu-repo/semantics/openAccess |
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