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The categorisation of brands: The case of P&G™ branding strategy
Author(s) -
PuenteDíaz Rogelio,
CavazosArroyo Judith
Publication year - 2017
Publication title -
international journal of psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.75
H-Index - 62
eISSN - 1464-066X
pISSN - 0020-7594
DOI - 10.1002/ijop.12198
Subject(s) - corporate branding , psychology , brand equity , product (mathematics) , quality (philosophy) , advertising , perspective (graphical) , association (psychology) , marketing , business , mathematics , philosophy , geometry , epistemology , psychotherapist
In 2 studies, we tested what we considered to be the core of Procter and Gamble™ (P&G™) latest branding strategy: making the association between its corporate brand and its product brands explicit. Participants were randomly assigned to one of the conditions: explicit association between P&G™ and one of its product brands and a control condition. Results from Study 1 showed a positive influence of the corporate brand on judgements of brand quality for Crest™. Similarly, results from Study 2 showed a positive influence of the corporate brand on judgements of brand quality and trust for Oral‐B™. From a multidisciplinary perspective, we discussed the theoretical and applied implications of our results.