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

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.