In US law, unfair competition through misuse of a trademark wouldn't be "association" as stated in the earlier Kudoz Q&A; to the best of my knowledge there's no such terminology. It would be misappropriation.

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Note added at 13 hrs (2017-07-18 01:44:12 GMT)
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The idea is that the misappropriation creates a false impression of an association, but association isn't the legal term for a type of unfair competition. A different alternative to misappropriation is "passing off," but that's archaic.

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Note added at 13 hrs (2017-07-18 01:48:03 GMT)
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So for example the Italian statute covers "association" only implicitly to the extent that association involves misappropriation: integrasse tuttavia una fattispecie di concorrenza sleale per agganciamento, riconducibile all'art. 2598 n 2 c.c. (che disciplina, per quanto qui rileva, l'appropriazione di pregi del concorrente). - http://www.diritto24.ilsole24ore.com/art/avvocatoAffari/merc...