We show that consumers' intra-brand choices (e.g., Mercedes C330 vs. C340) can be affected by exposure to a competitor … alphanumeric brand name that forms an incidental trend with the numbers in the focal brand names (e.g., BMW350i). We propose and … test two mechanisms. First, when no attribute information is available, the competitor brand can make the numerical trends …

numbers in brand names, i.e., Round Alphanumeric Brand names (RABs) are overrepresented due to their strong association with …

This paper, in five experiments, delineates the effects of alpha and numeric components of alphanumeric brand names … (ANBs), by demonstrating the effects of disparities in processing between letter and number sequences on consumers' brand …, (iii) consumers' tendency to align brand numbers with product advancements mediates the relative effects of numbers vs …

associated with the product category(e.g., 401 and retirement services) or the parent brand (e.g.,Heinz and 57; Levi’s and 501 …

Purpose– This research examines how credence, search, and experience attributes compete with suggestive brand names …-tests, and logistic regressions.Findings– In-congruent suggestive brand names can distort product evaluations and alter … of in-congruence between suggestive brand names and actual product features includes key concepts that can inform …