http://jhkpress.com/index.php/JAPEB <p>Publishing research on economic development, sustainability and globalization with and within Asia-Pacific and European countries, the Journal of Asia-Pacific and European Business (JAPEB) hopes to contribute to the scholarly and managerial understanding of contemporary regional business issues. Specifically, JAPEB covers the spectrum of functional areas in business such as marketing, finance, accounting, information systems, management, and production.</p> <p><strong>Format: Online</strong><br />ISSN 2769-4925<br /><strong>Format: Print</strong><br />ISSN 2834-0507</p> <p>Archives (<a title="zenodo" href="https://zenodo.org/communities/japeb/" target="_blank" rel="noopener">Published papers indexed in OpenAIRE</a>)</p> JHK PRESS en-US Journal of Asia-Pacific and European Business 2834-0507 http://jhkpress.com/index.php/JAPEB/article/view/90 <p>The popularization of social media makes content marketing gradually attract the attention of enterprises and marketing academia. On this basis, this paper hopes to dig deeper into the relationship between content marketing and purchase intention and introduce brand identity into the empirical model. The following conclusions are drawn: (1) content marketing positively affects purchase intention; (2) content marketing positively affects brand identity; (3) brand identity positively affects purchase intention; (4) brand identity partially mediates the relationship between content marketing and purchase intention.</p> Jiayi Yu Jian Li Copyright (c) 2023 Jiayi Yu, Jian Li https://creativecommons.org/licenses/by/4.0 2023-05-10 2023-05-10 3 01 http://jhkpress.com/index.php/JAPEB/article/view/97 <p>Advertising is a crucial way to shape corporate image, but the enormous&nbsp;gap caused&nbsp;by high and low context between Chinese and English presents challenges&nbsp;to corporate image construction. As a result, the advertising effect may be seriously affected. To&nbsp;meet&nbsp;this gap, the author&nbsp;first analyzes the cultural differences in phone advertising from language form and content.&nbsp;Based on a comparative study, the author&nbsp;further proposed three specific instructions for image construction in the English advertising world, including information highlight, information exclusion, and information extension. These results cast new light on the advertising translation of Huawei.&nbsp;</p> Yaxiong Xu Copyright (c) 2023 Yaxiong Xu https://creativecommons.org/licenses/by/4.0 2023-06-18 2023-06-18 3 01