Customer-based brand equity is one of the widely used concepts to measure and evaluate brand performance. The aim of this research was to adopt a widely used customer-based brand equity model in the context of the Maldives. Analysis of the customer-based brand equity of Coca-Cola in the Maldives including the concept of customer-based brand equity, an analysis of demographic factors that affect the dimensions of customer-based brand equity, and the factors that contribute to the customer-based

more »

... rand equity were evaluated. ANOVA tests were applied to compare the means of the customer-based brand equity dimensions with different demographic characteristics and multiple regressions were used to examine the determinants of Coca-Cola's loyalty. Perceived quality, brand loyalty and brand association were highly interrelated and have a significant role in creating customerbased brand equity for Coca-Cola in the Maldives. Furthermore, this study reported that the location of respondents influence the customer-based brand equity which is consistent with previous studies in other countries. This study further confirms that females also have a significant influence in contributing to the dimensions of customer-based brand equity as reported in the findings. This research highlights the branding opportunities and challenges within the rapidly developing hospitality industry in the Maldives. reference to global consumption orientation of customer groups [13] . Several authors [11, 12, [14] [15] [16] suggest expanding the customer-based brand equity model to include different product categories and to test the model across different cultures in order to understand other effects such as attitudinal response on customer-based brand equity models.