Title
Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations
Document Type
Journal Article
RIS ID
30351
Abstract
This small-scale experiment includes analysis of consumersÿ open-ended protocols and provides conclusive evidence disproving Ehrenbergÿs theory that brand-attribute associations are very unstable because consumers generate them probabilistically each time. The distribution of stable associations corresponds closely with deterministic brand positioning theory.
COinS
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Publication Details
Rossiter, J. R. (2010). Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations. Australasian Marketing Journal, 18 (1), 36-40.