| Summary: | Brand is a powerful tool to attract more consumers to buy particular
products. Some may even regarded it as equity as it can add values to the
products. This study seeks to examine the practicality and applications of a
customer-based brand equity model in sports footwear market in Indonesia based
on Aaker�s well-known conceptual framework of brand equity.
The study employed structural equation modeling to investigate the causal
relationship between the dimensions of brand equity and brand equity itself. Data
were collected from a sample of actual consumers living in Indonesia�s most
populated island, Java. The findings conclude that perceived quality, brand
association, and brand loyalty are influential dimensions of brand equity, with
loyalty appeared to be the most important factor. Weak support was found for the
brand awareness dimension. The result of the study shows that brand managers
and marketing planners should consider the relative importance of brand equity in
their overall brand equity evaluation and should concentrate their efforts primarily
on building perception of quality, brand image, and brand loyalty.
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