Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations
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.
Publication Details
Rossiter, J. R. (2010). Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations. Australasian Marketing Journal, 18 (1), 36-40.