Perpustakaan Digital ITB

In 2 studies, we tested what we considered to be the core of Procter and Gambleâ„¢ (P&Gâ„¢) latest branding strategy:making the association between its corporate brand and its product brands explicit. Participants were randomly assignedto one of the conditions: explicit association between P&Gâ„¢ 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 Crestâ„¢. Similarly, results from Study 2 showed a positive influence of the corporate brand on judgements of brand quality and trust forOral-Bâ„¢. From a multidisciplinary perspective, we discussed the theoretical and applied implications of our results.