The purpose of this thesis is to discuss the communication of luxury brands through social media, by focusing on cross-cultural aspects between the Chinese society and the Western one. The first chapter analyses the ...

Throughout the recent decades, more and more companies have found themselves competing in mature markets. Firms are sparing no effort to find new solutions to protect their assets and increase revenues at the same time. ...

In this thesis, I would like to analyze coffee consumption in the Chinese market by investigating previous research on this topic and by adding further findings. Findings have been obtained through an analysis of Food & ...

World is becoming increasingly “social” and the influence social media have on businesses’ activities cannot be denied anymore. Indeed, it is changing completely how companies promote and communicate their brands by offering ...

In the Chinese market, where consumers are less educated about branded products, the store has a significant role in communicating the brand origin and enhancing the brand image. Therefore, the store image is a strategic ...

The thesis develops around the role of women in the communication strategies of fashion firms. Each chapter expands on a comparison between Italy and China; the analysis concerns on how brands, that have great influence ...