Brand associations: the value of ability versus social responsibility depends on consumer goals

  title={Brand associations: the value of ability versus social responsibility depends on consumer goals},
  author={Zachary Johnson and Yun Jung Lee and Minoo Talebi Ashoori},
  journal={Journal of Brand Management},
Prior research establishes that brand value is built through the development of brand associations, broadly categorized based on ability and social responsibility associations. Of the two associations, ability associations are generally considered more valuable; they provide direct evidence of product qualities, while social responsibility associations are not thought to. We argue that consumers’ consumption goals (attribute- vs. experience-related) can moderate the influence of ability versus… 

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