摘要：This research aims to examine the practicality and applications of customer based brand equity model, based on Aaker’s well-known conceptual framework of brand equity and its influence to L.A Lights customer loyalty. The study employes multiple regression analysis to investigate the influence of CBBE dimensions to attitudinal and behavioral customer loyalty. This research is based on a sample of 40 smoker students of L.A Lights cigarettes in State University of Malang (UM). The study concludes that brand loyalty and perceived quality are the most influential dimensions of CBBE to customer loyalty. Weak support are found in brand awareness and brand association dimensions. The research suggest that manager must improve L.A Lights brand association and brand awareness through being connected by supporting youth or student events and crafting corporate social responsibilities campaign in order to improve its brand association. The research provides a framework for understanding, evaluating, measuring, and managing customer-based brand equity of cigarettes, which needs different approaches to reach customer loyalty.
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