Document Type
Journal Article
RIS ID
30351
Citation
Rossiter, John, 2010, Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations, Australasian Marketing Journal, 18(1), 36-40.
http://ro.uow.edu.au/era/1070
Abstract
This small-scale experiment includes analysis of consumers open-ended protocols and provides conclusive evidence disproving Ehrenbergs 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.
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