Mere-Alignability of Alphanumeric Brand Names: How Exposure to Mercedes C350 Affects the Choice Between Bmw 335I and Bmw 330I
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.
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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 779-781.
Kunter Gunasti, University of Connecticut, USA
Berna Devezer, Michigan State University, USA
NA - Advances in Consumer Research Volume 40 | 2012
Doing Worse but Feeling Better: Consequences of Collective Choice
Nuno Jose Lopes, University of Navarra
Elena Reutskaja, IESE Business School
Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses
Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University
M5. The More Expensive a Gift Is, the More It Is Appreciated? The Effect of Gift Price on Recipients’ Appreciation
Jooyoung Park, Peking University
MENGSHU CHEN, Tencent Holdings Limited