“…The participants were instructed to take and/or collect approximately 10 images (from magazines, books, newspapers, or other sources) that indicate what the topic means to them. After a week, 1 Studies that have employed grounded theory in studying consumer cognition begin the studies with a general notion of the "experienced" individuals related to the research topic to be interviewed (e.g., Chen, 2006;Pace, 2004;Sugai, 2005;Venkatraman & Nelson, 2008). Moreover, previous studies portray the direct impact of experience on brand associations (e.g., Berry, 2000;Biedenbach & Marell, 2010).…”