The science of creating brand associations: A Continuous Trinity Model linking brand associations to learning processes

• Main Authors: PLESSIS, Christilene Du, D'HOOGE, Serena, SWELDENS, Steven
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2024
• Subjects: Consumer learning; brand associations; attitudes; automaticity; theory building; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/7496; https://ink.library.smu.edu.sg/context/lkcsb_research/article/8495/viewcontent/DuPlessis_DHooge_Sweldens_JCR2024_Trinity_Model_of_Brand_Associations.pdf
• Institution: Singapore Management University

The Continuous Trinity Model (CTM) of brand associations integrates 50 years of consumer learning research with recent conceptualizations of consciousness. Three types of brand associations are proposed at the representational level (expectations, meaning, and affect), corresponding to three types o...