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Sarah Hintch- Thesis Paper.pdf (4.26 MB)

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International Brands and Cultural Diplomacy (Nike's "Brand Diplomacy" and its Influence on China-US Relations)

Hintch, Sarah Anne
http://rave.ohiolink.edu/etdc/view?acc_num=osu1492568036089362

Abstract Details

2017, Master of Arts, Ohio State University, East Asian Languages and Literatures.
A thesis presented on the role international brands play in the spread of cultural diplomacy. A brand which conducts marketing and advertising in more than one country has the potential to positively influence the opinions, attitudes and understanding one country’s public has towards the brand’s country of origin. Culture is innately present in everything created by people, including TV commercials, the interior design of stores, picture and video advertisements as well as the interactions between individuals (sponsors, coaches/workers at marketing events etc.). Because of this, all brands contribute to the spread of culture simply by conducting business. If foreign consumers associate a specific brand with its country of origin (or if they are simply aware which country the brand originated), then they might consciously or subconsciously connect their feelings towards the brand with their feelings towards said country. The specific case study presented in this paper is Nike Inc. and how, through their marketing and advertising in China, are able to influence Chinese people’s opinions, attitudes and understanding of America and American culture. Nike, because of their connection with the NBA, and because of the American cultural aspects included in their sporting events, commercials, philanthropies etc., represent the USA. Nike is also currently one of the most popular brands in china, and a proponent of sports diplomacy. This brand thus is in the position to be a powerful and effective cultural diplomat.
Galal Walker (Committee Chair)
Xiaobin Jian (Advisor)
72 p.
Foreign Language; International Relations; Marketing
international brands; brand diplomacy; sports diplomacy; Nike China; american brands in china; influence of brands; cultural content of advertising; Nike and the NBA; Nike and America; international companies and diplomacy

Recommended Citations

Citations

  • Hintch, S. A. (2017). International Brands and Cultural Diplomacy (Nike's "Brand Diplomacy" and its Influence on China-US Relations) [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492568036089362

    APA Style (7th edition)

  • Hintch, Sarah. International Brands and Cultural Diplomacy (Nike's "Brand Diplomacy" and its Influence on China-US Relations). 2017. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1492568036089362.

    MLA Style (8th edition)

  • Hintch, Sarah. "International Brands and Cultural Diplomacy (Nike's "Brand Diplomacy" and its Influence on China-US Relations)." Master's thesis, Ohio State University, 2017. http://rave.ohiolink.edu/etdc/view?acc_num=osu1492568036089362

    Chicago Manual of Style (17th edition)

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This open access ETD is published by The Ohio State University and OhioLINK.