Brand Associations

Brand Associations

“Respondents were asked to take roughly 30 seconds to write down the associations or thoughts that came to mind when they considered the idea of purchasing each brand name product or extension” (Aaker & Keller 1990, p. 31)

Source: Consumer Evaluations of brand extensions, David Aaker & Kevin Lane Keller. Journal of Marketing, Jan 1990, Vol 54, 27-41