Research on the Marketing Communication Effectiveness of Brand Symbols in the Context of Cross-cultural Communication

DOI

10.2991/978-2-38476-597-3_14How to use a DOI?

Keywords

cross-cultural communication; brand symbol; marketing communication effectiveness

Abstract

Driven by global economic integration and the rapid development of digital media, brand internationalization has become a core strategy for corporate growth. In this process, cross-cultural communication emerges as a critical challenge for brands. As the most direct and emotionally resonant medium for brand-consumer interaction, brand symbols face increasingly complex and significant marketing communication challenges in cross-cultural contexts. This study explores the conceptual framework and components of brand symbols within cross-cultural communication, analyzes their inherent challenges and opportunities, and systematically investigates implementation pathways and evaluation metrics for marketing communication effectiveness through theoretical modeling and case studies. The paper concludes with actionable strategies to enhance cross-cultural brand symbol communication effectiveness, providing both theoretical insights and practical guidance for global brand development.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hongchang Que
PY  - 2026
DA  - 2026/07/13
TI  - Research on the Marketing Communication Effectiveness of Brand Symbols in the Context of Cross-cultural Communication
BT  - Proceedings of the 4th International Conference on Language and Cultural Communication (ICLCC 2026)
PB  - Atlantis Press
SP  - 114
EP  - 123
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-597-3_14
DO  - 10.2991/978-2-38476-597-3_14
ID  - Que2026
ER  -