association [associations](state of being associated; connection to or an affiliation with something) noun [UK: ə.ˌsəʊ.ʃi.ˈeɪʃ.n̩] [US: əˌso.ʊ.ʃi.ˈeɪʃ.n̩]
connotation [connotations](suggested or implied meaning) noun [UK: ˌkɒ.nə.ˈteɪʃ.n̩] [US: ˌkɑː.nə.ˈteɪʃ.n̩]