GLOBE dimensions in Nike Chinese commercials: a cross-cultural study
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- dc.contributor.author Corpas Marco, Victoria
- dc.date.accessioned 2023-10-04T10:01:01Z
- dc.date.available 2023-10-04T10:01:01Z
- dc.date.issued 2023-10-03
- dc.description Treball de Fi de Grau en Administració i Direcció d'Empreses. Curs 2022-2023ca
- dc.description Tutors : María Gundín Castro i Javier Palacios Fenechca
- dc.description.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.ca
- dc.format.mimetype application/pdf*
- dc.identifier.uri http://hdl.handle.net/10230/58038
- dc.language.iso engca
- dc.rights This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International Licenseca
- dc.rights.accessRights info:eu-repo/semantics/openAccessca
- dc.rights.uri https://creativecommons.org/licenses/by-sa/4.0/ca
- dc.subject.keyword GLOBE Projecten
- dc.subject.keyword Chinaen
- dc.subject.keyword Cultural dimensionsen
- dc.subject.keyword Commercialen
- dc.subject.keyword Advertisementen
- dc.subject.keyword Cultureen
- dc.subject.keyword Valuesen
- dc.subject.keyword Appealsen
- dc.subject.keyword Featuresen
- dc.subject.other Treball de fi de grau – Curs 2022-2023ca
- dc.title GLOBE dimensions in Nike Chinese commercials: a cross-cultural studyca
- dc.type info:eu-repo/semantics/bachelorThesisca