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Mere-Alignability of Alphanumeric Brand Names: How Exposure to Mercedes C350 Affects the Choice Between Bmw 335I and Bmw 330I
Conference proceeding   Peer reviewed

Mere-Alignability of Alphanumeric Brand Names: How Exposure to Mercedes C350 Affects the Choice Between Bmw 335I and Bmw 330I

Kunter Gunasti and Berna Devezer
Advances in Consumer Research, Vol.40, p.779
01/01/2012

Abstract

Automobiles Brand names Product choice Quantitative analysis Studies
When consumers are exposed to multiple alphanumeric brand names (ABs) in a choice context, due to the mere-alignability of the numbers (e.g., BMW 330i, 335i, Mercedes C350), the ABs function as meaningfully comparable quantitative information and they get traded off against attributes and other competitor ABs resulting in preference shifts.

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