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Title: El grau de localització de webs d'e-commerce de calçat i roba esportiva: un estudi comparatiu
Author: Tinnirello, Massimo
Tutor: Rodríguez Vázquez, Silvia  
Others: Prado-Fonts, Carles  
Abstract: The purchase of online products has been increasing in recent years, and for companies that want to sell their products in other countries the correct localization of their websites is essential in order to reach more consumers. The aim of this study is to analyse the degree of localization of some companies websites in the footwear and sportswear industry for certain languages: English, Spanish (variant es-es) and Italian (variant it-it). To achieve this purpose, 10 international companies with the highest degree of sales and popularity and the main Spanish and Italian companies in the market have been chosen, thus creating a corpus of 10 websites of international companies, 5 of Spanish companies and 5 of Italian companies. For each website, an analysis has been conducted on the homepage, the contact information and a specific product. Following the differentiation pointed out by Jiménez Crespo (2013) between top-down and bobom-up localization, an analysis has been conducted on the way these companies have localized their websites from English to Spanish and Italian (top-down localization), and from Spanish and English to Italian (bobom-up localization), and on the degree of localization achieved. To do so, some of the indicators created by Andreu-Vall and Marcos (2012) have been used, and some others specific for e-commerce websites have been created. Acer collecting the data, the results have been analysed, finding that the degree of website localization for international companies from English to Spanish and Italian is higher than the degree of website localization of Spanish and Italian companies to English. The main localization errors discovered during the research have been analysed too. The study finishes by indicating the main contributions provided to the debate, the aspects that could receive a deeper analysis and the future lines of research spreading from this work.
Keywords: localization
localization levels
footwear and sportswear
Document type: info:eu-repo/semantics/masterThesis
Issue Date: Jun-2023
Publication license:  
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