Brand associations create expectations of brand performance, which in turn influence the acceptance and rejection of brands. Thus, the accurate measurement and monitoring of brand associations is imperative to brand managers (e.g., Keller, 1993). The measurement of brand associations is often divided into two phases: (1) elicitation of brand associations and (2) measurement of various dimensions of elicited associations (e.g., strength, favorability, uniqueness) (Keller, 1993). The purpose of the first (qualitative) phase is to gain insight into the nature of a brand's set of association, while the purpose of the second is to ascertain key dimensions producing differential consumer responses (Keller, 1993). The strongest brand associations tend to be more accessible in memory. According to Fishbein and Ajzen (1972), three to five most salient associations or beliefs typically dominate the formation of attitudes and purchase intentions.