The Influence of Brand Association on Customer Preference : A Study on Branded Carbonated Soft Drinks

The study makes an attempt to find out the level of brand association regarding the brands in the carbonated soft drink market and the levels of association with respect to different brands. This study examines whether there is customer brand association in the selection of carbonated soft drinks in Manmunai North Divisional Secretatriat Area, Batticaloa in Sri Lanka. Brand Association consists of three dimensions: Brand Image, Brand Attitude and Perceived Quality. While three variables individually have higher level of Brand Association, the Pearson’s correlation analysis explores a strong positively significant relationship between dimensions and variables. The findings of the study indicate that brand association influences the customers’ preference of carbonated soft drinks