| dc.description.abstract | 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. | en_US |
