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

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 …

We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs …-individual influence of an experience with an extension on evaluations of the core brand. We find support for the microtheoretical notion … that the valence of the experience with an extension has asymmetric effects on parent brand attitudes depending on the …