@thesis{thesis,
		author={Kusumawardhani  Elisabeth Arum},
		title ={Analisis Ekuitas Merek Deterjen Attack Pada Konsumen Di Jakarta Selatan},
		year={2010},
		url={http://repository.ibs.ac.id/1701/},
		abstract={This research aims to examine brand  equity of Attack Detergent for consumer in South Jakarta. Brand equity is measured based on variables develops by Aaker, namely brand awareness, brand association, perceived quality, brand loyalty. This research used  a T-test for the hypothesis tools, with interval scale from 0-10. The results of this research up on  120  respondents,  shows  that  (1)  Attack  detergent  has  a  good  brand  awareness  with 8.825 means score, (2)Attack detergent has a good brand association with 8.761 means score,  (3)  Attack  detergent  has  a  good  perceived  quality  with  8.704  means  score,  (4) Attack  detergent  has  a  good  brand  loyalty  with  8.383  means  score  and  (5)  Attack detergent has a good  brand equity with 8.671 means score. 
Keywords: brand awareness, brand association, perceived quality, brand loyalty, brand equity, Attack Detergent}
		}