Chinese Retailers' Use of Brand- Consumer Communications: Mobile Instant Messaging (MIM) in Wechat

Delia Vazquez; Charles  Dennis; Yizhong Zhang

Chinese Retailers' Use of Brand- Consumer Communications: Mobile Instant Messaging (MIM) in Wechat

Delia Vazquez, Charles Dennis, Yizhong Zhang

Middlesex University

Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

Abstract

This chapter aims to analyse Chinese pure-play fashion retailers' brand-consumer communications via a Mobile Instant Messaging application channel, and also seeks to analyse current industrial pratice in the rapidly expanding mobile commerce market.

Original language	English
Title of host publication	Asia Branding
Subtitle of host publication	Connecting Brands Consumers and Companies
Editors	Bang Nguyen, TC Melewar, Don E Schultz
Publisher	Palgrave Macmillan Ltd
Pages	95-113
Number of pages	18
ISBN (Print)	9781137489951
Publication status	Published - 2017

Cite this

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title = "Chinese Retailers' Use of Brand- Consumer Communications: Mobile Instant Messaging (MIM) in Wechat",

abstract = "This chapter aims to analyse Chinese pure-play fashion retailers' brand-consumer communications via a Mobile Instant Messaging application channel, and also seeks to analyse current industrial pratice in the rapidly expanding mobile commerce market. ",

author = "Delia Vazquez and Charles Dennis and Yizhong Zhang",

year = "2017",

language = "English",

isbn = "9781137489951",

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editor = "Bang Nguyen and TC Melewar and Schultz, {Don E}",

booktitle = "Asia Branding",

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address = "United Kingdom",

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Chinese Retailers' Use of Brand- Consumer Communications: Mobile Instant Messaging (MIM) in Wechat. / Vazquez, Delia; Dennis, Charles ; Zhang, Yizhong.
Asia Branding: Connecting Brands Consumers and Companies. ed. / Bang Nguyen; TC Melewar; Don E Schultz. Palgrave Macmillan Ltd, 2017. p. 95-113.

Research output: Chapter in Book/Conference proceeding › Chapter › peer-review

TY - CHAP

T1 - Chinese Retailers' Use of Brand- Consumer Communications

T2 - Mobile Instant Messaging (MIM) in Wechat

AU - Vazquez, Delia

AU - Dennis, Charles

AU - Zhang, Yizhong

PY - 2017

Y1 - 2017

N2 - This chapter aims to analyse Chinese pure-play fashion retailers' brand-consumer communications via a Mobile Instant Messaging application channel, and also seeks to analyse current industrial pratice in the rapidly expanding mobile commerce market.

AB - This chapter aims to analyse Chinese pure-play fashion retailers' brand-consumer communications via a Mobile Instant Messaging application channel, and also seeks to analyse current industrial pratice in the rapidly expanding mobile commerce market.

M3 - Chapter

SN - 9781137489951

SP - 95

EP - 113

BT - Asia Branding

A2 - Nguyen, Bang

A2 - Melewar, TC

A2 - Schultz, Don E

PB - Palgrave Macmillan Ltd

ER -

Chinese Retailers' Use of Brand- Consumer Communications: Mobile Instant Messaging (MIM) in Wechat

Abstract

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Cite this