Abstract: According to the Mere Exposure Effect Model, the current study explores the effect of relative vertical location of Chinese-English Brand Name on consumers’ brand evaluation, and the impacts of visual attention, L2 proficiency on this relationship. Study 1 demonstrates that dual-name where English name placed above Chinese name is rated higher than reverse one. Study 2 further explores the mediation effect of visual attention between dual-name and consumers’ brand evaluation. In the study of 3, the moderating role of L2 proficiency is examined. Specifically, for bilinguals of high proficiency in non-dominant language (English), placing the English name above the Chinese will be higher evaluated; for bilinguals of low proficiency in non-dominant language, placing the English name high or low is unlikely to affect consumers’ brand evaluation.

Key words: Chinese?English brand name, visual attention, second language, brand evaluation, eye-tracking