LANGUAGE STRATEGIES IN BRANDING OF LUXURY CARS

Kód výsledku v IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F02819180%3A_____%2F24%3A%230000152" target="_blank" >RIV/02819180:_____/24:#0000152 - isvavai.cz</a>
Výsledek na webu
<a href="https://lartis.sk/issue-2-2024/" target="_blank" >https://lartis.sk/issue-2-2024/</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.34135/lartis.24.9.2.03" target="_blank" >10.34135/lartis.24.9.2.03</a>

Jazyk výsledku
angličtina
Název v původním jazyce
LANGUAGE STRATEGIES IN BRANDING OF LUXURY CARS
Popis výsledku v původním jazyce
The aim of this paper is to identify the basic elements of language strategies used in digital marketing communication of luxury car brands. While sonic branding is an issue that has received adequate attention in the current academic literature, language strategies are not sufficiently elaborated in the context of the current state of knowledge. Methodologically, the paper is developed in the form of a case study in the field of car brands. Based on the methods used, the authors identify the key elements of language strategies applicable in the practice of luxury brands.
Název v anglickém jazyce
LANGUAGE STRATEGIES IN BRANDING OF LUXURY CARS
Popis výsledku anglicky
The aim of this paper is to identify the basic elements of language strategies used in digital marketing communication of luxury car brands. While sonic branding is an issue that has received adequate attention in the current academic literature, language strategies are not sufficiently elaborated in the context of the current state of knowledge. Methodologically, the paper is developed in the form of a case study in the field of car brands. Based on the methods used, the authors identify the key elements of language strategies applicable in the practice of luxury brands.

Rok uplatnění
2024
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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