112:" in brand names is pervasive because this practice increases the tendency of consumers to perceive products as more complete (including all necessary attributes). For example, labeling an identical product with an "S200" brand (round number) as opposed to an "S198" or "S203" brand can make consumers believe that the product is superior and more well-rounded. They also found that the presence of competitor alphanumeric brand name (e.g.
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Kunter
Gunasti and William T. Ross (2010) define two dimensions of alphanumeric brand names: "link", or the connection between the brand name and a specific product feature or the product as a whole; and "alignability", or whether the preferences for a product can be aligned with the numbers included
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Selcan Kara, Gunasti and Ross (2015) delineated the number and letter components of alphanumeric brands and observed that for new brand extensions firms can either change the letters or numbers of their parent brand names. Altering the number components of brand names (e.g.
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Kara, Selcan; Gunasti, Kunter; Ross, Willam (2015). "Is It the "Alpha" or the "Numeric"?: Consumers' Evaluation of Letter versus Number
Changes in Alphanumeric Brand Names".
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Timucin Ozcan (2016) further categorized alphanumeric brand names as either "round" or "non-round". They showed that use of "
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350 vs. TomTom 360). Gunasti and Berna
Devezer (2016) observed that this effect occurs only for competing firms' products.
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Pavia, Teresa A.; Arnold Costa, Janeen (1993). "The
Winning Number: Consumer Perceptions of Alpha-Numeric Brand Names".
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Gunasti, Kunter; Ross, William T. (2010). "How and When
Alphanumeric Brand Names Affect Consumer Preferences".
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Gunasti, Kunter; Devezer, Berna (2016). "How
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Boyd, Colin W. (1985). "Point of View: Alpha-Numeric BrandNames".
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