Master's Thesis from the year 2014 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, Tongji University, language: Mandarin, abstract: In the luxury industry, the use of co-branding as a marketing strategy becomes more and more important and gives rise to a wide range of questions. This brand strategy is all-pervasive in Western countries but remains an innovative and new phenomenon in China. To this respect, the aim of the research is to investigate the reactions of Chinese consumers towards luxury co-branded product. It...