title: The categorisation of brands: The case of P&G™ branding strategy.
abstract: 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.
authors.affiliation: Department of Business and Economics, Universidad Anáhuac México Norte, Huixquilucan, Estado de México, Mexico.
authors.forename: Rogelio
authors.initials: R
authors.lastname: Puente-Díaz
authors.affiliation: Centro Interdisciplinario de Posgrados, Universidad Popular Autónoma del Estado de Puebla, Santiago, Puebla, Mexico.
authors.forename: Judith
authors.initials: J
authors.lastname: Cavazos-Arroyo
mesh_terms: D003257:Consumer Product Safety / Q000592:standards*; D005260:Female; D006801:Humans; D008297:Male; D035502:Trust / Q000523:psychology*
keywords: Assimilation; Context effects; Contrast; Corporate brands; Inclusion/exclusion; Product brands