The relationships between brand awareness, brand association, perceive quality, and brand loyalty - A case study of Indonesian consumers

[[abstract]]This research investigated direct and indirect relationship between brand equity constructs. We employed the customer-based brand equity of Aaker's (1991) which incorporated four dimensions of brand equity namely, brand awareness, brand associations, perceived quality and brand loyalty. This present study looked at Indonesia as one of emerging market which becomes a more important market that there are many growth opportunities internationally, and using the teenager frequent consumers ofMc Donald's restaurant as subjects. We chose the object of the famous global brand Mc Donald's restaurant as the biggest companies of fast food restaurant in hospitality industry that implements local adaptations. We implement Structural Equation Modelling with LISREL to examine the hypothesis. Based on our analysis and result, we found that there are direct and indirect relationships among brand equity construct, whereas perceived quality and brand awareness are important variables which affect brand loyalty.[[sponsorship]]淡江大學經營決策學系暨管理科學研究所[[conferencetype]]國際[[conferencetkucampus]]淡水校園[[conferencedate]]20090530~20090530[[iscallforpapers]]Y[[conferencelocation]]Tamsui, Taiwa