How Chinese brands can use content marketing to enhance their brand value in the Hungarian market.

Mao Tianliang (2025) How Chinese brands can use content marketing to enhance their brand value in the Hungarian market. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This study explores how Chinese brands can enhance their brand value in the Hungarian market through content marketing. Combining the 5A model with the marketing funnel theory, this study uses a questionnaire survey (104 samples) and case analysis to conduct an empirical study. The results show that 82% of Hungarian consumers believe that content localization (language, cultural symbols, and visual adaptation) directly affects brand trust. Huawei combines technical documentaries with local worker narratives, and BYD integrates Chinese and Hungarian cultural elements into product design, both of which enhance brand awareness through emotional resonance. However, consumers' emotional connection with brands is still insufficient (only 50% of respondents have a purchase tendency due to localized content), and environmental violations (such as wastewater discharge incidents) and translation errors (such as the mistranslation of "preservatives") expose the shortcomings of localization practices. Research recommendations: Establish a localized creative team, focus on short video/UGC interaction, integrate green transformation and community responsibility into content narratives, and deepen brand identity with cultural respect.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	Brand value, Chinese brands, content marketing, Hungarian market, Localization strategy
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 09. 14:53
Utolsó módosítás:	2026. Ápr. 09. 14:53

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