چگونگی ارتباط بین محصولات و عدد در برندها و تاثیر آن بر نگرش های مصرف کننده / How associations between products and numbers in brand names affect consumer attitudes: introducing multi-context numbers

چگونگی ارتباط بین محصولات و عدد در برندها و تاثیر آن بر نگرش های مصرف کننده How associations between products and numbers in brand names affect consumer attitudes: introducing multi-context numbers

  • نوع فایل : کتاب
  • زبان : انگلیسی
  • ناشر : Springer
  • چاپ و سال / کشور: 2018

توضیحات

رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی
مجله مدیریت برند – Journal of Brand Management
دانشگاه Crummer Graduate School of Business – Rollins College – USA

منتشر شده در نشریه اسپرینگر
کلمات کلیدی انگلیسی Numerical processing, Numerical cognition, Brand extensions, Product extensions, Product category fit, Brand names, Alphanumeric

Description

Introduction Inclusion of numbers in brand names (i.e., alphanumeric brand names [ABN]) is pervasive in many product categories (e.g., Audi A8, 3M; Pavia and Costa 1993). Recent research shows that the numbers in brand names can affect consumer attitudes, attribute inferences and product preferences (Gunasti and Ross 2010; Auh and Shih 2009; King and Janiszewski 2011; Yan and Duclos 2013). Because meaningful brand names are more likely to be successful in the marketplace (Kashmiri and Mahajan 2010; Lee and Ang 2003), the choice of numbers to include in brand names becomes a crucial one. A recent investigation of this issue by Kara, Gunasti and Ross (2015) sheds some light on how consumers process the numerical components of ABN. The authors showed that line extensions are evaluated more favorably when they are formed by changing a number in an existing brand (e.g., from A70 to A80) as opposed to a letter (e.g., A70 vs. B70). Gunasti and Ross (2010) investigated how companies might align ABN numbers with attribute values (e.g., AMD32 computer chips refer to 32-bit processing). Importantly, the authors observed that consumers’ detection of associations between the numbers in ABN and attribute values depends on specific contexts. A number might be favored in a product category (e.g., 32 in computers) only when consumers have the extra knowledge and product familiarity, need for cognition or external primes that facilitate comprehension of the numbers (Yan and Duclos 2013; Gunasti and Ross 2010; King and Janiszewski 2011). Technological advances might also change the favorability of associations between parent brands and ABN numbers or product categories and ABN numbers (i.e., brand–number and product–number associations). For example, development of 64-bit processing diminished the favorability of the number 32 for Creative, AMD and Windows brands and for related product categories (e.g., sound cards, CPUs, software). It is important to note that ABN are assigned at the discretion of companies (Boyd 1985). Overall, the associations between products and numbers in ABN can be arbitrary, and the same number is often used in very different contexts (e.g., Mercedes S550, Canon Powershot SD550, Bobcat S550, Asus Vivobook S550, Mustang S550, Nikon Coolpix S550, Yamaha DVD-S550, Sony Bluray BDP-S550, JVC KD-S550). Thus, inferences about the meanings of numbers in ABN can easily change based on the product category. Sometimes a number might be strongly associated with only a specific product. For example, 1080 is not a special number in many domains (e.g., retirement services, taxis, energy bars, vacuum cleaners, lamps, automobiles), yet it can be specifically favored in HDTVs because of its association with picture resolution. At other times, a number may not be inherently associated with any products or contexts, but its repeated inclusion in brand names can help it gain a special meaning and lead to favorable associations (e.g., Levi’s 501, in which the number 501 had no associations with jeans until Levi’s used it).
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