If consumers believe that the discount store with the lowest food prices will have the lowest prices on all merchandise, the discount store has achieved a positive brand association.
A brand association is the connection a customer draws in their mind between your brand and an idea, representation, feeling, event, individual, endeavor or action. Purchasing decisions are heavily influenced by this connection, which can have an immediate positive or negative effect. Through their platforms, celebrities can also create associations with brands, which can have immediate positive or negative effects.
A consumer is a natural person or group that is not directly engaged in business or commercial operations, but intends to order or use purchased goods, products or services primarily for personal, social, family or household needs. Consumer is most often used to describe someone who makes purchases for their own use.
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