The Winning Number: Consumer Perceptions of Alpha-Numeric Brand Names
研究了字母数字混合品牌名称（如A1、X2）的特征，包括数字大小、形状发音及字母象征，并分析这些特征如何影响消费者对产品的理解和期望。
Alpha-numeric brand names include referent and nonsense mixtures of letters and numbers. Several significant features of alpha-numeric brand names are identified, such as the magnitude of the number used in the brand name, its shape or spoken sound, and the symbolism of the words or letters that are used with the number to form the brand name. The inferences that consumers draw from an alphanumeric brand name influence their understandings and expectations of the product.