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
Share Proceeding
Featured papers
See MoreFeatured
J12. The Influence of Pet-Ownership on Consumer Behavior
Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University
Featured
When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA
Featured
Visual Perceptual Research in Marketing
Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA