Two studies were conducted to examine Chinese consumers’ responses to alpha‐numeric brand names. Results to the first study found that certain letters and numbers were considered to be luckier than others. The lucky letters and numbers were A , S , and 8 , while the unlucky ones were F, Z,...

Two studies were conducted to examine Chinese consumers' responses to alpha‐numeric brand names. Results of the first study found that certain letters and numbers were considered to be luckier than others. The lucky letters and numbers were A, S, and 8, while the unlucky ones were F, Z, and 4....