The presentation of brand personality in English-Chinese brand name translation

The brand name is an important asset of a business, for consumers rely on brand names to identify goods for purchase.

Introduction

Brand names form an essential part of advertising campaigns and an important asset for businesses (Y. H. Lee & Ang, 2003, p. 323). Consumers rely heavily on them to identify goods and services for purchase (Zaichkowsky, 2010, p. 549).

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