The Application Of National Image In Overseas Marketing Communication Of Brands Based On The Dimensions Of "Warmth" And "Competence"

In recent years,as China’s economy continues to flourish,the country has expanded its market opening to share development opportunities with the rest of the world,while also greatly promoting the rapid development of a group of great Chinese domestic brands like Huawei,ZTE and Xiaomi.Under the "Go Global" strategy,Chinese companies are paying more and more attention to the development of overseas markets,and a large number of Chinese domestic brands are moving into global market and gradually gaining recognition from overseas consumers.In the process of brand internationalisation,international advertising and marketing is one of the most direct and effective ways to disseminate brand product information and connect brands with consumers.Foreign consumers are influenced by a number of factors when choosing and purchasing products from different brands in China.The use of Chinese national images in international advertising has been found to be one of the most common marketing strategies,with different ways of incorporating national images in international advertising having different effects on consumers’ perceptions of the brand and their purchasing decisions.The purpose of this article is to explore the effect of Chinese companies’ use of Chinese national image in overseas advertising and marketing from the dimension of ’competence’and ’enthusiasm’.According to stereotype theory,national image elements can be presented in two dimensions:’competence’ and ’enthusiasm’.The "ability" element of the national image can be used in brand advertising,such as the development of China’s scientific and technological strength and economic prosperity,and other elements that show China’s positive strength;of course,the "enthusiasm" element of the national image can also be used,usually The "passionate" elements of the national image can also be used,usually in the form of special foods,landscapes and other elements with national characteristics or values,such as the decoration or cuisine of traditional Chinese festivals,as well as traditional Chinese culture and Chinese philosophical thought.The choice of which national image element a brand chooses to use in its external communication(advertising or social media account tweeting)will depend on the brand’s stage of internationalisation and the type of brand,while different strategies will also influence different types of consumers(e.g.consumers in host countries with different cultural distances and consumers in host countries with different relative economic power)by influencing their perceptions and emotional recognition of the brand’s quality.The study is based on existing research and is based on the findings of a study conducted in the United States.Based on the existing research,this paper studies the way of Chinese brands use national image elements in their international advertising communications,and the effects on different types of consumers.It also explores how consumers’ reactions differ when brands use national image elements in advertising and marketing in different types of host countries.Ultimately,the research findings can also provide constructive suggestions for Chinese brands to target different international audiences in their cross-border advertising campaigns.