Lokalizacja stron internetowych polskich eksportowych marek mody – analiza zawartości
Localization of Websites of Polish Fashion Export Brands – Content Analysis
Author(s): Marzanna Katarzyna Witek-Hajduk, Bartosz TargańskiSubject(s): International relations/trade, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Społeczna Akademia Nauk
Keywords: localization/standardization of websites; Polish fashion brands internationalization; website characteristics; content analysis; Internet;
Summary/Abstract: The aim of this paper is to identify the scope of the localization of the Polish fashion brands’ websites. To answer the research question the authors analysed the content of 17 websites of fashion brands. The study indicates a small extent of the internationalization of Polish fashion brands’ websites addressed to foreign users measured by the number of their foreign languages versions, and the low scope of their localisation (adaptation).
Journal: Przedsiębiorczość i Zarządzanie
- Issue Year: 19/2018
- Issue No: 2.1
- Page Range: 171-180
- Page Count: 10
- Language: Polish