Association means to develop love for the person. That is association. So we have to become associate of Krsna, as Arjuna became. Always with Krsna — eating with Krsna, sitting with Krsna, talking with Krsna, joking with Krsna, fighting with Krsna — everything Krsna. … Krsna, does He remain with anyone unless he is very dear?

So we have to establish some relation with Krsna — as servant, as a friend, as a son, as a father, mother, or like the gopis, madhurya-rasa, friend, conjugal love. Krsna is ready to associate with you in any way you like.

From Srila Prabhupada’s lecture on Srimad-Bhagavatam 1.7.23 — September 20, 1976, Vrndavana