Selcan Kara

University of Connecticut

Storrs, CT 06269-1063

United States

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Scholarly Papers (1)

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Is it the 'Alpha' or the 'Numeric'?: Consumers’ Evaluation of Letter versus Number Changes in Alphanumeric Brand Names

JOURNAL OF BRAND MANAGEMENT (Forthcoming)
Number of pages: 35 Posted: 10 Aug 2015
Selcan Kara, Kunter Gunasti and William T. Ross
University of Connecticut, Washington State University and Pennsylvania State University - Department of Marketing
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Abstract:

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Alphanumeric brand names, number cognition, letter cognition, alignability, Selective Accessibility Model, anchoring