Naming Multigenerational Alphanumeric Brands: Where and What to Increment?
There is inconsistency in use of sequential alphanumeric brand names (ABNs) for multigenerational products. Through five studies, we show that consumers process ABNs using a place value logic. The increments in first part of the ABNs lead to higher perceptions of product upgrade and price premium than in last part.
Citation:
Sanjeev Tripathi (2019) ,"Naming Multigenerational Alphanumeric Brands: Where and What to Increment?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 878-878.
Authors
Sanjeev Tripathi, Indian Institute of Management, Indore, India
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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