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  • What’s in a name? For young Chinese consumers and foreign brands, it’s about culture mixing

    Photo of Carlos J. Torelli, U. of I. business professor and branding expert

    Younger, more cosmopolitan Chinese consumers tend to favor brand translations that keep both the sound and the meaning of the original name, says U. of I. business professor and branding expert Carlos J. Torelli.

    Photo by College of Business

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  • Editor’s notes: To contact Carlos Torelli, call (217) 300-4158; email ctorelli@illinois.edu.

    The paper “Integrative Responses to Culture Mixing in Brand Name Translations: The Roles of Product Self-Expressiveness and Self-Relevance of Values among Bicultural Chinese Consumers” is available from the News Bureau.