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Attitude of Young Adults towards New Luxury Brand Positioning in Chinese Coffee Market

The aim of this dissertation is to investigate the perception of young adults – age between 18 and 25 – towards new luxury brand positioning in the coffee market, in order to know how new luxury brand positioning influences young adults and what elements lead them to new luxury brands. Similar phras...

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Bibliographic Details
Main Author:	Gan, Lu
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2011
Online Access:	https://eprints.nottingham.ac.uk/25131/

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