Explain Level, Self-concept, Face Orientation And Social Comparison Level Relations With Abn Product Selection Research

In this era, product name is not only the meaning of function for distinguishing theother products, but more than commercial competition meas in market. A good productname not only can rapid convey the center connotation and critical thought, but alsomake consumer match and associate the product and produtc attribute function. In manyproduct names, there is one kind of product names used more abroad, namedAlpha-numeric brand names. Although this kind of product names is very offen toappear, but there have little research about this in China, the research about brand nameis only limited in literal and language meaning. The research in abroad indicate thatABN give more meaning about products, the alpha and numeric will directly orindirectly infulence consumers’ purchasing decisions.This paper test ABN have a systematic effect on consumers’product choices insame brand-different numeric level ABN sets based on relevant research of ABN. Wealso find this effect is moderated by construal level, face orientation, self-concept. Inaddition, self-concept and social comparison can significant impact purchasingpreference under ABN product of same brand-different product positioning-differentnumeric level.