Is it the ‘alpha’ or the ‘numeric’?: Consumers’ evaluation of letter versus number changes in alphanumeric brand names

摘要: This article, in five experiments, delineates the effects of alpha and numeric components alphanumeric brand names (ANBs), by demonstrating disparities processing between letter number sequences on consumers’ evaluations. The findings show (i) ascending letters ANBs (from D10 to E10) lead more favorable evaluations line extensions than descending C10); (ii) are evaluated favorably when a extension ANB is formed with change A70 A80) (versus letter) B70) for an existing ANB; (iii) tendency align numbers product advancements mediates relative versus (iv) observed robust differences stimuli context.