The Magic of Numbers and Letters in Alphanumeric Brand Names

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.


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.


Selcan Kara, University of Connecticut, USA
Kunter Gunasti, University of Connecticut, USA


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


When the Face of Need Backfires: The Impact of Facial Emotional Expression on the Effectiveness of Cause-Related Advertisements

In-Hye Kang, University of Maryland, USA
Marijke Leliveld, University of Groningen, The Netherlands
Rosellina Ferraro, University of Maryland, USA

Read More


A Model of Consumer Self-Regulation Failure

Keith Wilcox, Columbia University, USA

Read More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.