Question: Exercise: Create a Word Association Test table and a Brand Association Concept map using the provided template and answer the following questions: Two focus group

Exercise: Create a Word Association Test table and a Brand Association Concept map using the provided template and answer the following questions:

Two focus group discussions

(N = 25)

were held to identify and evaluate the brand associations of the brand 'Starbucks'. Two neutral brands 'McDonalds' and 'Panera Bread' were also evaluated to avoid sensitizing the respondents to the stimulus brand. The table below pertains to the stimulus brand

(

Starbucks

)

only:

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