To connect or bring into relation, as thought, feeling, memory, etc. verb
People often associate the smell of cinnamon with the holiday season.
He tends to associate rainy days with feelings of nostalgia.
To join as a partner, ally, or friend. verb
She decided to associate herself with the local charity to help the community.
They associate with a group of environmental activists.
To keep company with; to be connected with someone or something in one's mind. verb
He doesn't want to associate with people who have a bad reputation.
The brand is often associated with luxury and high quality.