TY  - JOUR
TI  - Consumer Protocol Evidence against Ehrenberg's "Stochastic" Theory of Brand Associations
AU  - Rossiter, John R.
PY  - 2010
PB  - SAGE Publications
LA  - eng
AB  - 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.
UR  - https://doi.org/10.1016/j.ausmj.2009.10.010
DO  - 10.1016/j.ausmj.2009.10.010
T2  - Australasian marketing journal: AMJ ; official journal of the Australia-New Zealand Marketing Academy (ANZMAC)
VL  - 18
IS  - 1
SN  - 1839-3349
SN  - 1441-3582
SN  - 1320-1646
SP  - 36-40
UR  - https://www.pollux-fid.de/r/cr-10.1016/j.ausmj.2009.10.010
H1  - Pollux (Fachinformationsdienst Politikwissenschaft)
ER  -