Consumer protocol evidence against Ehrenberg's "stochastic" theory of brand associationsAustralasian Marketing Journal
Document TypeJournal Article
AbstractThis 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.
Citation InformationJohn 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/