In watching NASCAR,Juan transfers the thoughts of excitement and danger of racing to the corporate sponsors,like Coca-Cola,Burger King,and Interstate Batteries.This is an example of

Question

Quizplus · Accepted Answer

Secondary brand associations refer to any non-product related thoughts and feelings that consumers associate with a brand, such as external associations with a celebrity or event. In this case, Juan is transferring the excitement and danger of NASCAR racing to the corporate sponsors, creating a secondary brand association.

In Watching NASCAR,Juan Transfers the Thoughts of Excitement and Danger