2024
LANGUAGE STRATEGIES IN BRANDING OF LUXURY CARS
MUSIIENKO, Yulia and Jana MAJEROVÁBasic information
Original name
LANGUAGE STRATEGIES IN BRANDING OF LUXURY CARS
Authors
MUSIIENKO, Yulia (804 Ukraine) and Jana MAJEROVÁ (703 Slovakia, guarantor, belonging to the institution)
Edition
LEGE ARTIS-LANGUAGE YESTERDAY TODAY TOMORROW, Trnava, UCM Trnava, 2024, 2453-8035
Other information
Language
English
Type of outcome
Article in a journal
Field of Study
50802 Media and socio-cultural communication
Country of publisher
Slovakia
Confidentiality degree
is not subject to a state or trade secret
Impact factor
Impact factor: 0.600
Organization unit
AMBIS University
UT WoS
001373063400003
Keywords in English
language strategies;branding;luxury brands;car brands;brand value building;brand value management;prosodic features;directive intentions
Tags
Tags
International impact, Reviewed
Changed: 28/2/2025 16:10, Ing. Kateřina Lendrová
Abstract
In the original language
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.