This paper shows that brand names with plural-form words (e.g., Dunkin' Donuts) generate more favorable brand attitudes compared to names with singular-form words (e.g., Dunkin' Donut). Through six experiments, employing both real and fictional brands, this paper finds that plural brand names increase brand entitativity—a sense of collectiveness or teamwork associated with the brand, thereby fostering positive attitude towards the brand. However, this effect does not hold for premium or high-end brands. This paper's insights can assist companies in selecting more effective brand names, shedding light on an underexplored aspect of how grammatical structure in brand names influences perception.
CO Author: Shirley (Shuo) Chen, Smaraki Mohanty
Journal: Journal of Consumer Psychology (included in the FT-50 list)
