1. connecting or linking someone or something with another person, thing, or idea in one’s mind
Usage: present participle of associate
2. spending time with or being in the company of someone
Usage: present participle of associate

Examples

• She is associating the smell of cookies with her grandmother’s house.
• The detective is associating the suspect with the crime scene.
• He’s been associating with a bad crowd lately.
• The company is associating itself with environmental causes.
• I’m associating this song with our summer vacation.
• She’s associating with successful business leaders.
• The brand is associating quality with luxury in their marketing.