Abstract
The purpose of this study is to investigate brand image management strategies for luxury eco-cars in China. Through analysis, the work will find an improved way to fuse the traditional luxury image with the emerging environmentally friendly image for luxury car brands, summing up effective brand image management strategies that will cater to the Chinese market. A conceptual framework was adopted to collect primary and secondary data and achieve the aims and objectives of the study. Semi-structured interviews were adopted as the research approach; five luxury car brand managers answered more than 14 questions about brand image management by telephone from China. Secondary resources such as academic journals, articles, and business reports were used where available.
Dr. Saud Taj1, Ashraf Nasir3, Rimsha Ashraf4, Shan He2. (2019) A study of brand image management in the luxury ecovehicle industry in China, Balochistan Review, Volume 1, Issue 1.
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