Детальная информация

This work examines the representation of national cultural features in the advertising of Nike, Adidas, and Li-Ning across the U.S. and Chinese markets. The work is based on theories of cross-cultural communication, branding, and cultural dimensions, the study investigates how these brands adapt their advertising strategies to correspond to local cultural values. It is crucial to understand the balance between universal messaging and local cultural adaptation to compete in globalized markets. The study examines the following hypothesis: culturally adapted advertisements create stronger emotional connection and brand connection among consumers. This research compares via comparative analysis and consumer in-depth interviews differences in messaging, symbolism, and emotional appeal across the markets. Findings suggest that whereas Nike and Adidas emphasize individualism and empowerment in the U.S., Li-Ning and local promotions by global players in China emphasize collectivism and national pride. Both adapted and global campaigns are appreciated by the USA consumers. Two contrasting perceptions from Chinese consumers were: younger generation get attracted towards global campaigns and older generation prefer China customized ones. Practical advice is offered for global brands in mixing global appeal with locally appropriate communication strategies and researchers probing globalization and cultural hybridization in markets.