Brand Associations Frequency of mention Number of interconnections Frequency of First-Order Mention Ratio of First-Order Mention (%)Food/restaurant 14 24 9 64%Affordable/good price 13 9 5 38%Swedish/Swedish products 12 21 8 67%Wide product range 14 19 4 29%Family/Kids 10 13 6 60%good service 8 23 7 88%Furniture 7 18 5 71%Self assembly/D-I-Y 7 13 4 57%Showroom 7 9 4 57%Self-service 7 2 1 14%Location 6 16 6 100%Internet/Website 6 6 3 50%Good quality 6 11 4 67%good price/quality 6 1 1 17%Value 6 19 6 100%Promotion 5 11 3 60%Unique 5 4 2 40%Blue Yellow 5 6 2 40%Meatball 5 2 0 0%Practial/functional/Easy to build 6 3 3 50%living/houshold 5 5 2 40%Attainable 5 6 2 40%Parking 5 3 0 0%Products 4 21 4 100%So-so quality 4 5 2 50%One-stop shop 4 2 0 0%Quick, cheap meal 4 0 0 0%Coffee 4 1 0 0%warranty 4 0 0 0%1 euro food 4 4 1 25%Value 3 13 3 100%Store 3 8 2 67%Room Build-up 1 4 1 100%Minimalist Concept 1 2 0 0%One day shopping experience 1 0 0 0%Comfortable 1 0 0 0%Interesting display 1 0 0 0%Electronic media (tv, movie, video, etc) 1 1 0

0%Room layout assist 1 1 0 0%Compact packaging 1 2 0 0%Online shopping experience 1 1 0 0%Efficient 1 3 0 0%cheap delivery service 1 1 0 0%

Core Associations First-Order Association

fast delivery service 1 1 0 0%clear manual instruction 1 1 0 0%

2 lines strentgh 3 lines strength2 22 31 54 51 20 12 31 33 51 24 01 11 12 33 43 10 01 10 02 00 11 21 31 20 02 11 01 01 01 31 22 00 11 00 11 01 0

0 11 00 01 00 11 0

First-Order Association

1 01 0