A Study on the Quality Factors of Brand Culture and Its Transmission Path-Taking Eral Group Corporation As an Example

DOI

10.2991/icmess-18.2018.37How to use a DOI?

Keywords

Brand; Brand culture; Internet of Things thinking; Advertising path

Abstract

Brand culture connotation enhances the brand’s value-added ability and competitiveness. On the basis of clarifying brand concept and brand culture, this paper probes into the most important quality factors in the brand culture elements, analyzes the importance of quality to the brand, and expounds the communication channels and routes of brand culture from enterprises to consumers with the Internet thinking. This paper takes Eral Group as an example and carries out surveys. On the basis of survey data, this paper, combining relevant theories, carries out case analysis.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Zhixin Wu
PY  - 2018/06
DA  - 2018/06
TI  - A Study on the Quality Factors of Brand Culture and Its Transmission Path-Taking Eral Group Corporation As an Example
BT  - Proceedings of the 2018 2nd International Conference on Management, Education and Social Science (ICMESS 2018)
PB  - Atlantis Press
SP  - 161
EP  - 164
SN  - 2352-5398
UR  - https://doi.org/10.2991/icmess-18.2018.37
DO  - 10.2991/icmess-18.2018.37
ID  - Wu2018/06
ER  -