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.
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.
Sanjeev Tripathi, Indian Institute of Management, Indore, India
NA - Advances in Consumer Research Volume 47 | 2019
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