Ordering Effect of Alphabets and Numbers in Alphanumeric Brand Names

Sanjeev Tripathi, Indian Institute of Management, Ahmedabad, India
Saravana Jaikumar, Indian Institute of Management, Ahmedabad, India
The authors explore the differences in consumer perception of alphanumeric brand names when the alphanumeric part begins with a number as opposed to an alphabet. Three studies provide evidence that while traditional alphabet-first names provide a clear sense of hierarchy, number-first names can yield higher premiums.
[ to cite ]:
Sanjeev Tripathi and Saravana Jaikumar (2014) ,"Ordering Effect of Alphabets and Numbers in Alphanumeric Brand Names", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 787-787.