The aim of this thesis is to examine the advertising phenomenon, considering its variations in Mainland China and Taiwan and providing the tools to understanding advertising in the age of digital marketing. The first ...

A brand name is not only the symbol of a product but also an essential part of marketing communication. When multinational companies promote their brands in a culturally different area or country, translation of brand names ...

The following thesis examines the process of brand naming of western brands for Chinese consumers and the most successful techniques to thrive in the Chinese market. It also discusses the evolution of the Chinese consumer, ...

The aim of the following thesis is to discuss the challenges that many foreign brands meet when dealing with the Chinese market. Moreover, the final purpose of this work is also to emphasize the importance of being sensitive ...

L’elaborato in questione si concentra sul fenomeno della “europeizzazione” della grammatica cinese, (fenomeno noto in cinese come oūhuà yǔfǎ 欧化语法), le cui conseguenze diventano evidenti nel corso del XX secolo. I contatti ...

Brand naming for the Chinese markets remains a challenge to Western brands. The paper aims to analyze the fashion luxury branding strategy in China. A name is a brand identity vehicle that needs to be legally available ...

The following study focuses on the problems of acquisition of the Chinese directional complement by Italian-speaking learners. The theoretical analysis of literatures about directional complement will be complemented by ...

This thesis analyzes the choices of brand names for foreign enterprises that decide to enter the Chinese home furniture market. The main goal of this study is to identify the strategies that companies adopt in their choice ...

L’obiettivo di questo lavoro è quello di ottenere un quadro generale sulle scelte linguistiche dei migranti cinesi di seconda generazione nel contesto della comunità di Venezia e Mestre. Tramite l’utilizzo di un questionario ...

Per indicare il cinese moderno standard nella Repubblica Popolare Cinese si utilizza la definizione ufficiale 普通话 Pǔtōnghuà, mentre a Taiwan è diffuso il termine 國語 Guóyǔ. Sebbene le lingue standard di entrambe le zone ...