A study of Marketing Strategies of Burberry for the Chinese Luxury Essay

A study of Marketing Strategies of Burberry for the Chinese Luxury Market - Essay ExampleI also declare that the intellectual content of this dissertation is the product of my own work, except to the extent that assistance from others in the conception or in style, intro and linguistic expression is declare (where applicable). I certify that, to the best of my knowledge, my dissertation does not infringe upon bothones copyright or violate any propriety rights and that any ideas, techniques, quotations, or any other material from the work of other people include in my dissertation, published or otherwise, are fully acknowledged in accordance with the standard referencing practices. Furthermore, t the extent that I have included copyrighted material that surpasses the bounds of fair dealing within the convey of the UK Copyright Act, I certify that I have obtained a written permission from the copyright owner(s) to include such material(s) in my dissertation and have included copies of such copyright clearances to my appendix. I declare that this is a true copy of my dissertation, including any final revisions, and that this dissertation has not been submitted for a higher degree to any other university or institution. AUTHORS NAME AUTHORS SIGNATURE .......................................... DATE ................... Table of Content 1. INTRODUCTION7 1.1 Introduction.7 1.2 economical scenarios and its effect on the luxury brands.7 1.3 Shopper behaviour in recession..8 1.4 Objectives of the enquiry...8 1.5 Research Question..8 1.6 Relevance of the study...9 1.7 Value of the research.....9 1.8 Purpose of the research..9 1.9 Outcomes of the research.9 1.10 Personal motivation for the research..10 1.11 Research Questions10 2. Literature Review11 2.1 Luxury brands in the world..13 2.2 Luxury goods A exposition..............12 2.3 Marketing strategies for luxury goods.15 2.4 Brand awareness and Dream Values..17 2.5 Consumer Behaviour..18 2.6 Shiffmans & Kanuks Theo ry...18 2.6.1 Passive View......18 2.6.2 Cognitive View..18 2.6.3 wound up View.....18 2.6.4 Economical View