The Magic of Numbers and Letters in Alphanumeric Brand Names

Selcan Kara, University of Connecticut, USA
Kunter Gunasti, University of Connecticut, USA
This research explores the effect of number and letter changes in alphanumeric brand names (ABs) on consumers’ reactions to brand extensions. Based on two experiments, we show that processing of number vs. letter changes in ABs lead to a variance in the perceived differences between the new and existing brands.
[ to cite ]:
Selcan Kara and Kunter Gunasti (2012) ,"The Magic of Numbers and Letters in Alphanumeric Brand Names", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1131-1131.