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Article
Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations
Australasian Marketing Journal
  • John Rossiter, University of Wollongong
Document Type
Journal Article
Publication Date
1-1-2010
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.

RIS ID
30351
Citation Information
John Rossiter. "Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associations" Australasian Marketing Journal Vol. 18 Iss. 1 (2010) p. 36 - 40
Available at: http://works.bepress.com/jrossiter/11/