The shop name is the soul of a shop, being the identification of its products or service. Shop name, as a source ofsustainable competitive advantage, plays an important role in the formulation of business strategies. Throughgeneralizing a comprehensive overview of shop-naming features and methods with abundant typical examples bothin Chinese and English shop names, this study aims to examine the naming strategies of well-known shops from theperspectives of language, culture, and psychology, with the final purpose of generating the most desirable namingstrategies and providing useful recommendations for both consumers and businessmen.
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