04001nam a22005415i 4500 978-981-97-1371-4 DE-He213 20251030112251.0 cr nn 008mamaa 240531s2024 si | s |||| 0|eng d 9789819713714 978-981-97-1371-4 10.1007/978-981-97-1371-4 doi HF4999.2-6182 HD28-70 KJ bicssc BUS042000 bisacsh KJ thema Zhang, Jingyun. author. aut http://id.loc.gov/vocabulary/relators/aut 78077 Cross-Cultural Communication of Chinese Brands [electronic resource] / by Jingyun Zhang. 1st ed. 2024. Singapore : Springer Nature Singapore : Imprint: Springer, 2024. XXII, 356 p. 78 illus., 60 illus. in color. online resource. text txt rdacontent computer c rdamedia online resource cr rdacarrier text file PDF rda Preface -- Introduction -- Chapter 1 Status and Problems of Cross-cultural Communication of Chinese Brands -- Chapter 2 Implied Context in Cross-cultural Communication of Chinese Brands -- Chapter 3 Chinese Brand Cross-Cultural Communication Strategy: Psychological Distance -- Chapter 4 Cross-cultural Communication Strategy Model for Chinese Brands -- Chapter 5 "Bridge Crowd" Functions to Chinese Brands Cross-cultural Communication -- Chapter 6 Chinese Brands Narratives in Cross-cultural Communication -- Chapter 7 Cultivation of Chinese Luxury Brands and Cross-cultural Communication Strategies -- Chapter 8 Role of Consulting Companies in Cross-Cultural Communication of Chinese Brands -- Chapter 9 Case Studies -- Chapter 10 (Appendix): Interviews and Insight . This book presents theoretical insights into key aspects of Chinese brand cross-cultural communication, such as psychological distance, implicit context, brand narrative and influence of bridge crowds.This book applies the psychological distance theory of communication to study the psychological distance strategy of cross-cultural communication of Chinese brands from macro and micro perspectives, and proposes to resolve cultural differences by adjusting psychological distance. Based on the above theories,the authors construct the cross-cultural communication strategy model for Chinese brands, in which the following models have been proposed, such as the stages of globalization for Chinese brands, Internationalization of Chinese Enterprises (general as well as several application models).Chapter IX includes five cases studies, including Huawei, CRRC Yongji, COFCO, Yili Thailand and the " Walking Lunar New Year's Eve Dinner" project, which represent four types of brands: high-end equipment, fast moving consumer goods, high technology and cultural activities brand.This book not only provides readers with a broader understanding of brand cross-cultural communication research, but also offers practical suggestions for companies in emerging market countries , especially Chinese enterprises that are undergoing brand globalization. Business. 58353 Management science. 57941 Culture Study and teaching. 66082 Culture. 59159 Business and Management. Cultural Studies. 58745 Global and International Culture. 66471 SpringerLink (Online service) Springer Nature eBook Printed edition: 9789819713707 Printed edition: 9789819713721 Printed edition: 9789819713738 https://doi.org/10.1007/978-981-97-1371-4 ZDB-2-BUM ZDB-2-SXBM 60424 60424