asocijacija

1. association
   Koja ti je prva asocijacija na reč „leto“? — What's your first association with the word "summer"?
   Taj miris mi budi lepe asocijacije. — That smell brings up nice associations for me.
2. (of an organization) association; organization
   Asocijacija novinara osudila je napad na kolegu. — The journalists' association condemned the attack on a colleague.

An association with something is asocijacija na + accusative; "Asocijacije" is also a well-known word-association game from the TV quiz "Slagalica".