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Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations

Journal Article


Abstract


  • This small-scale experiment includes analysis of consumers’ open-ended protocols and provides conclusive evidence disproving Ehrenberg’s 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 Date


  • 2010

Citation


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

Scopus Eid


  • 2-s2.0-75349099918

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1703

Has Global Citation Frequency


Number Of Pages


  • 4

Start Page


  • 36

End Page


  • 40

Volume


  • 18

Issue


  • 1

Abstract


  • This small-scale experiment includes analysis of consumers’ open-ended protocols and provides conclusive evidence disproving Ehrenberg’s 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 Date


  • 2010

Citation


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

Scopus Eid


  • 2-s2.0-75349099918

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/1703

Has Global Citation Frequency


Number Of Pages


  • 4

Start Page


  • 36

End Page


  • 40

Volume


  • 18

Issue


  • 1