The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes (2024)

Abstract

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 of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles (“what” brand associations are learned), operating processes (“how” brand associations are learned), and operating conditions (“when” brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a “toolkit”) for structuring advertising campaigns to create desired brand associations, and strategic recommendations for managing brand partnerships. For policy makers, the CTM offers guidance on types of advertisem*nts requiring closer scrutiny.

Original languageEnglish
Article numberucad046
Pages (from-to)29-41
Number of pages13
JournalJournal of Consumer Research
Volume51
Issue number1
DOIs
Publication statusE-pub ahead of print - May 2024

Bibliographical note

Publisher Copyright: © The Author(s) 2024.

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du Plessis, C., D'Hooge, S. (2024). The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes. Journal of Consumer Research, 51(1), 29-41. Article ucad046. Advance online publication. https://doi.org/10.1093/jcr/ucad046

du Plessis, Christilene ; D'Hooge, Serena ; Sweldens, Steven. / The Science of Creating Brand Associations : A Continuous Trinity Model Linking Brand Associations to Learning Processes. In: Journal of Consumer Research. 2024 ; Vol. 51, No. 1. pp. 29-41.

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title = "The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes",

abstract = "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 of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles (“what” brand associations are learned), operating processes (“how” brand associations are learned), and operating conditions (“when” brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a “toolkit”) for structuring advertising campaigns to create desired brand associations, and strategic recommendations for managing brand partnerships. For policy makers, the CTM offers guidance on types of advertisem*nts requiring closer scrutiny.",

author = "{du Plessis}, Christilene and Serena D'Hooge and Steven Sweldens",

note = "Publisher Copyright: {\textcopyright} The Author(s) 2024.",

year = "2024",

month = may,

doi = "10.1093/jcr/ucad046",

language = "English",

volume = "51",

pages = "29--41",

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du Plessis, C, D'Hooge, S 2024, 'The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes', Journal of Consumer Research, vol. 51, no. 1, ucad046, pp. 29-41. https://doi.org/10.1093/jcr/ucad046

The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes. / du Plessis, Christilene; D'Hooge, Serena; Sweldens, Steven.
In: Journal of Consumer Research, Vol. 51, No. 1, ucad046, 05.2024, p. 29-41.

Research output: Contribution to journalArticleAcademicpeer-review

TY - JOUR

T1 - The Science of Creating Brand Associations

T2 - A Continuous Trinity Model Linking Brand Associations to Learning Processes

AU - du Plessis, Christilene

AU - D'Hooge, Serena

AU - Sweldens, Steven

N1 - Publisher Copyright: © The Author(s) 2024.

PY - 2024/5

Y1 - 2024/5

N2 - 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 of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles (“what” brand associations are learned), operating processes (“how” brand associations are learned), and operating conditions (“when” brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a “toolkit”) for structuring advertising campaigns to create desired brand associations, and strategic recommendations for managing brand partnerships. For policy makers, the CTM offers guidance on types of advertisem*nts requiring closer scrutiny.

AB - 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 of learning at the process level (predictive learning, referential learning, and direct affect transfer). A core proposition derived from research on automaticity holds that the operating conditions of the learning processes vary on a continuum from mostly System 2 for predictive learning to mostly System 1 for direct affect transfer, with referential learning as a mix of the two. The CTM aims to bring clarity and structure to a complex literature by highlighting the web of interrelations between operating principles (“what” brand associations are learned), operating processes (“how” brand associations are learned), and operating conditions (“when” brand associations are learned). For consumer and learning researchers, the CTM outlines an agenda for future research and guidelines to improve conceptual and methodological clarity. For brand managers, the CTM provides tactical recommendations (a “toolkit”) for structuring advertising campaigns to create desired brand associations, and strategic recommendations for managing brand partnerships. For policy makers, the CTM offers guidance on types of advertisem*nts requiring closer scrutiny.

U2 - 10.1093/jcr/ucad046

DO - 10.1093/jcr/ucad046

M3 - Article

SN - 0093-5301

VL - 51

SP - 29

EP - 41

JO - Journal of Consumer Research

JF - Journal of Consumer Research

IS - 1

M1 - ucad046

ER -

du Plessis C, D'Hooge S, Sweldens S. The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes. Journal of Consumer Research. 2024 May;51(1):29-41. ucad046. Epub 2024 May. doi: 10.1093/jcr/ucad046

The Science of Creating Brand Associations: A Continuous Trinity Model Linking Brand Associations to Learning Processes (2024)

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