The winning number: Consumer perceptions of alpha-numeric b

Alpha-numeric brand names include referential or nonsense mixtures of letters and digits, mixtures of words and digits, or any of the preceding where the figure is written out in word form. A study suggests that alpha-numeric brand names may evoke strong, consistent responses from consumers. The res...

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Bibliographic Details
Published in:Journal of marketing 1993-07, Vol.57 (3), p.85
Main Authors: Pavia, Teresa M, Costa, Janeen Arnold
Format: Article
Language:English
Subjects:
Brand image
Brand names
Breakfast foods
Cereals
Consumer attitudes
Consumers
Focus groups
Language
Marketing
Perceptions
Phonetics
Semantics
Sound
Statistical analysis
Symbolism
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Summary:Alpha-numeric brand names include referential or nonsense mixtures of letters and digits, mixtures of words and digits, or any of the preceding where the figure is written out in word form. A study suggests that alpha-numeric brand names may evoke strong, consistent responses from consumers. The research began with nondirective, exploratory depth interviews with consumers. Simultaneously, literature searches for relevant studies were conducted. Based on the themes that emerged, focus groups were conducted to probe the perceived appropriateness or inappropriateness of alpha-numeric brand names for different products. The deciding factor appears to be the role that the product with a given brand name plays in the consumer's life.
ISSN:0022-2429
1547-7185