More the merrier: Effects of plural brand names on perceived entitativity and brand attitude
研究发现复数品牌名称（如Dunkin' Donuts）比单数名称（如Dunkin' Donut）更能提升品牌态度，这种优势源于复数名称带来的集体感知实体性，但对高端品牌效果减弱。
Abstract This research finds evidence for a plural name advantage on brand attitude. Six studies, including two archival datasets with real market brands and four experiments using fictitious brands, show that brands with plural names (e.g., Dunkin' Donuts) are associated with more favorable brand attitude than brands with singular names (e.g., Dunkin' Donut). This plural brand name advantage is driven by perceptions of brand entitativity emerging from the collective reading of plural entities. However, the positive effect of plural brand names on brand attitude is attenuated in the case of premium brands. This research has practical implications for brand name strategy and makes a theoretical contribution by bringing attention to the under‐researched space of morphology in brand name linguistics.