GLOBE dimensions in Nike Chinese commercials: a cross-cultural study

Abstract

The purpose of this study is to identify how Nike commercials are tailored to Chinese culture, aiming to understand the interrelationship between culture and advertising. By employing the GLOBE cultural dimensions framework, this project intends to provide insights to sports companies on how to effectively adapt their commercial campaigns to target a Chinese audience. To achieve this objective, three Nike commercials, specifically launched in China, will be analyzed. For each advertisement, values, appeals, and other relevant features that reflect the cultural dimensions will be identified and examined. This will provide shed light on how Nike strategically incorporates cultural elements to resonate with Chinese consumers.