Abstract
Four research methods (free association, sentence completion tests, cartoon completion tests, respondent association network) were compared in order to clarify the characteristics of methods to collect brand association. The result of an experimental study indicates the characteristics of each method. In this study past studies relating to collecting brand association were reviewed and an experimental study was conducted. The result of the experimental study indicates the relationship between the purpose and method of collect brand association and touches on practical use in business. At the end of the study, future challenges and the pros and cons of each of the methods covered are discussed.
