How associations between products and numbers in brand names affect consumer attitudes : introducing multi-context numbers

Drawing on numerical cognition research, weidentify a set of multi-context numbers (MCN) that originatefrom the decimal (10), duodecimal (12) and sexagesimal(60) numeral systems frequently used in numerousdomains (e.g., 10, 12, 20, 24, 60, 360, 100). We proposeand show that inclusion of MCN in alphanumeric brandnames (ABN) generates more favorable consumer attitudesand higher preferences for product extensions in differentdomains. We examine three types of fit, between (1) parentbrands and numbers, (2) product categories and numbersand (3) parent brands and product categories. We find thatthe effects of ABN numbers are mainly mediated by product–number associations. Accordingly, while some numbersthat are strongly associated with the product category(e.g., 401 and retirement services) or the parent brand (e.g.,Heinz and 57; Levi’s and 501) or that are familiar toconsumers (e.g., 18, 21) generate favorable consumerresponses in specific contexts, the same numbers fail inother product domains (e.g., 401/57/18/21 taxi service). Infour empirical studies, we demonstrate that MCN in ABNcan achieve and maintain favorable consumer responsesand receive higher preferences than other very familiar(equal authorship)