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China vs Europe: how do chinese consumers evaluate fine Jewelry brands operating on tmall luxury pavilion
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| 1.91 MB | Adobe PDF |
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Resumo(s)
This paper aims to assess consumer perceptions of fine jewelry brands operating on Tmall luxury
pavilion and extract insights for brands that might consider entering the Luxury Multi Brand e retailer ecosystem in Europe. From the analysis of 910 consumer reviews, the paper concludes that
attentive and personalized customer support, and curated brand packaging are among the top
mentioned dimensions in the reviews that impact consumer online purchase experience. And
delivering a personalized customer experience requires brands to have control over customer
relationship management. Therefore, negotiating with the platforms to have the brand’s e-store is
the first step before entering.
Descrição
Palavras-chave
Luxury Fine Jewelry Consumer Perception Multi Brand E-Retailer CEMS MIM