2026-04-17T17:23:50Zhttps://recercat.cat/oai/request

oai:recercat.cat:10230/580382025-12-23T20:53:15Zcom_2072_6col_2072_452954

00925njm 22002777a 4500 dc Corpas Marco, Victoria author 2023-10-04T10:01:01Z 2023-10-04T10:01:01Z 2023-10-03 Treball de Fi de Grau en Administració i Direcció d'Empreses. Curs 2022-2023 Tutors : María Gundín Castro i Javier Palacios Fenech 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. Treball de fi de grau – Curs 2022-2023 GLOBE Project China Cultural dimensions Commercial Advertisement Culture Values Appeals Features GLOBE dimensions in Nike Chinese commercials: a cross-cultural study