Consumer protocol evidence against Ehrenberg’s “stochastic” theory of brand associations

John R. Rossiter

Australasian marketing journal, 2010, vol. 18, issue 1, 36-40

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.

Keywords: Ehrenberg’s stochastic theory; Brand positioning theory; Brand-attribute associations; Consumer protocol analysis (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:eee:aumajo:v:18:y:2010:i:1:p:36-40

DOI: 10.1016/j.ausmj.2009.10.010

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