Ordering Effect of Alphabets and Numbers in Alphanumeric Brand Names
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 787-787.
Sanjeev Tripathi, Indian Institute of Management, Ahmedabad, India
Saravana Jaikumar, Indian Institute of Management, Ahmedabad, India
NA - Advances in Consumer Research Volume 42 | 2014
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