Please use this identifier to cite or link to this item: https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1195
Title: Alphanumeric brand names for global branding: Does the alpha matter?
Authors: Tripathi, Sanjeev
Jaikumar, Saravana
Guha, Abhijit
Issue Date: 2017
Publisher: AR-IIMC
Journal of International Business Education
Series/Report no.: 12(1)
Abstract: The growth in international marketing has highlighted challenges related to global branding strategies. International marketing managers often tend to underestimate challenges involved in maintaining consistency in brand meaning and associations across different countries and cultures. To address issues related to country specific interpretations of brand names, firms often use alphanumeric brand names (ABNs). ABNs consist of a mix of alphabets and numbers (Audi Q5) and are considered culturally neutral. The authors conduct a cross-cultural study to understand differences and similarities in consumer perceptions of Roman alphabets. Specifically, the authors compare consumer attitudes across United States (US) and India on three marketing-relevant dimensions. The results show interesting comparisons for various alphabets on three dimensions (degree of hedonism, masculinity and prestige) across India and US. While a number of alphabets are perceived similarly, for some alphabets there are significant differences in how people across the two countries perceive them.
Description: Sanjeev Tripathi, Indian Institute of Management, Indore, India; Saravana Jaikumar, Department of Marketing Group, Indian Institute of Management Calcutta, India; Abhijit Guha, Darla Moore School of Business, University of South Carolina, USA
pp.181-196
URI: https://www.neilsonjournals.com/JIBE/abstractjibe12tripathietal.html
https://ir.iimcal.ac.in:8443/jspui/handle/123456789/1195
Appears in Collections:Marketing

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