), symbolize physical product attributes (the V-shaped V8 engine), incorporate technical attributes (AMD32 chips use 32-bit processors), refer to inventory codes or internal design numbers (e.g., Levi's 501).
[3] Kunter Gunasti and William T. Ross (2010) define two dimensions of alphanumeric brand names: "link", or the connection between the brand name and a specific product feature or the product as a whole; and "alignability", or whether the preferences for a product can be aligned with the numbers included in the brand names in an ascending or descending trend.
[4] Gunasti and Timucin Ozcan (2016) further categorized alphanumeric brand names as either "round" or "non-round".
They showed that use of "round numbers" in brand names is pervasive because this practice increases the tendency of consumers to perceive products as more complete (including all necessary attributes).
[5] Gunasti and Berna Devezer (2016) observed that this effect occurs only for competing firms' products.