IDEAS home Printed from https://ideas.repec.org/a/eee/aumajo/v18y2010i1p36-40.html
   My bibliography  Save this article

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

Author

Listed:
  • Rossiter, John R.

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.

Suggested Citation

  • Rossiter, John R., 2010. "Consumer protocol evidence against Ehrenberg’s “stochastic” theory of brand associations," Australasian marketing journal, Elsevier, vol. 18(1), pages 36-40.
  • Handle: RePEc:eee:aumajo:v:18:y:2010:i:1:p:36-40
    DOI: 10.1016/j.ausmj.2009.10.010
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S1441358209001037
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Gilles Laurent & Cam Rungie & Fransesca Dall'Olmo Riley & Donald Morrison & Tirthankar Roy, 2005. "Measuring and modeling the (limited) reliability of free choice attitude questions," Post-Print hal-00818684, HAL.
    2. Dolnicar, Sara & Rossiter, John R., 2008. "The low stability of brand-attribute associations is partly due to market research methodology," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 104-108.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:aumajo:v:18:y:2010:i:1:p:36-40. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Haili He). General contact details of provider: https://www.journals.elsevier.com/australasian-marketing-journal/ .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.