Bringing a product to the Chinese market can be a major hurdle for a burgeoning company looking to expand abroad. But according to a new research in consumer behavior and global marketing, for a Western brand to crack the Chinese market, the name's the thing.
对于一个发展迅速的公司来说，要想拓展海外业务，将产品引入中国市场将是一大难关。然而，一项针对消费者行为和全球市场营销的新研究指出，对于一个想要拓展中国市场的西方品牌来说，名字是关键。
Young, educated Chinese consumers who are highly bicultural tend to more favorably evaluate brand translations that keep both the sound and the meaning of the original name, says Carlos J. Torelli, a professor of business administration at Illinois.
美国伊利诺斯州的一位工商管理学教授卡洛斯·J·托列利表示，深受双元文化熏陶且受过良好教育的中国年轻消费者，他们往往会把更多好评给予那些既保留了品牌原名读音又兼具其含义的译名。
The study examines how integrative responses to culture mixing, in the context of Western brand names translated into Chinese, can influence consumer evaluations of products.
在西方品牌名称被译成中文的情况下，消费者对文化交融的综合反应会如何影响其对产品的评价，这项研究对此作出了调查。
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