Mere-Alignability of Alphanumeric Brand Names: How Exposure to Mercedes C350 Affects the Choice Between Bmw 335I and Bmw 330I

Kunter Gunasti, University of Connecticut, USA
Berna Devezer, Michigan State University, USA
When consumers are exposed to multiple alphanumeric brand names (ABs) in a choice context, due to the mere-alignability of the numbers (e.g., BMW 330i, 335i, Mercedes C350), the ABs function as meaningfully comparable quantitative information and they get traded off against attributes and other competitor ABs resulting in preference shifts.
[ to cite ]:
Kunter Gunasti and Berna Devezer (2012) ,"Mere-Alignability of Alphanumeric Brand Names: How Exposure to Mercedes C350 Affects the Choice Between Bmw 335I and Bmw 330I", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 779-781.