Brand Name and Consumer Inference Making in Multigenerational Product Introduction Context

Seigyoung Auh, University of Melbourne
Chuan-Fong Shih, Wake Forest University
EXTENDED ABSTRACT - What is the significance of Microsoft using brand names that correspond to Windows 95, Windows 98, Windows 2000 and now Windows XP? What message does Intel convey to customers when they change their chip’s brand name from 486 to the Pentium series? Although, research has confirmed that brand names associated with numbers and certain letters of the alphabet fit the description of high-tech and complex products (Boyd 1985; Pavia and Costa 1993), little is known as to why that is the case. A related research question that we address in this paper is the role of brand names in affecting upgrade likelihood decisions and the incremental willingness-to-pay for next generation products. Moreover, little is known as to what types of brand names would best summarize different levels of upgrades (normal vs. breakthrough) for next generation products.
[ to cite ]:
Seigyoung Auh and Chuan-Fong Shih (2004) ,"Brand Name and Consumer Inference Making in Multigenerational Product Introduction Context", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 390-391.