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January 27, 2026Journal of Brand Management

Phonetic, semantic, and phono-semantic methods of brand name translation: an eye-tracking study on Chinese consumers’ perception

Ying Cui Xiao Liu

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Key Points

Brand perception varied significantly among different translation methods, indicating consumer responsiveness.
Eye-tracking data highlighted that semantic translation yielded higher engagement rates compared to phonetic methods.
Observational analysis focused on Chinese consumers' reactions to brand names translated through phonetic and semantic methods.
These findings suggest that effective brand translation strategies may enhance consumer connection and market impact.

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Implication

Eye-tracking analysis reveals brand perception differences in Chinese consumers through varied translation methods.

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Cite This Study

Cui et al. (2026) studied this question.

synapsesocial.com/papers/69a75b3bc6e9836116a22325 https://doi.org/10.1057/s41262-025-00416-w

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