ABSTRACT This reseorch invesligoied direct ond indirect relotionship belween brond equity conslructs. We employed lhe cuslomer-bosed brond equity of Aoker's (199'l) which incorporoled four dimensions of brond equity nomely, brond oworeness, brond qssociotions, perceived quolity ond brond loyolty. This present study looked ot lndonesio os one o{ emerging mo*et which becomes o more importont morket thot there ore mony growth opporlunities internolionoily, ond using lhe leenoger frequent consumers of McDonold's reslouront os subiecls. We chose the oblect of the {omous globol brond Mc Donold's resiouronl os the biggest componies o{ {ost {ood resiouronl in hospitolily industry thot implements locol odoptoiions. We implemenl Struclurol Equotion Modelling with LISREL to exomine the hypothesis. Bosed on our onolysis ond resuh, we Iound thol lhere ore direci ond indirect relolionships omong brond equity conslrud, whereos perceived quolity ond brond oworeness ore importont voriobles which orfect brond loyolty.