Titlebook: Cross-Cultural Communication of Chinese Brands; Jingyun Zhang Book 2024 The Editor(s) (if applicable) and The Author(s), under exclusive l

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nd corporates began to pay more attention to the overseas communication of Chinese brands, raising the “Chinese brand strategy” to a national level. In this context, based on the previous studies, this paper proposes a theoretical framework for the relationship between cross-cultural communication a

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erns the implicit context of cross-cultural communication, it could be distinguished into four types of paradigms—cultural context, institutional context, relationship context and the posterior context. Then, the authors make the appropriate recommendations for the four types of implicit context par

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l investment, and communication studies, and based on the spatial relationship theories from postmodern geography and cross-cultural communication, this study investigates the cross-cultural communication tactics of Chinese brands. The three spatial relationship perspectives involved in the psycholo

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Programmierte Aufgaben zur Wirtschaftve Dinner” project, which represent four types of brands respectively: High-end equipment (CRRC Yongji, B2B), Fast moving consumer goods (Yili Thailand, B2C), High technology (Huawei and COFCO, B2B + B2C) and cultural activities (“Happy Chinese New Year”). In terms of country markets, they involve E