More the merrier: Effects of plural brand names on perceived entitativity and brand attitude
2024; Elsevier BV; Volume: 35; Issue: 1 Linguagem: Inglês
10.1002/jcpy.1409
ISSN1532-7663
AutoresTanvi Gupta, Shirley Chen, Smaraki Mohanty,
Tópico(s)Language, Metaphor, and Cognition
ResumoAbstract 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.
Referência(s)