Purpose This association study to examine the contentious influence of brand equity of local brands from small medium scale enterprises (SME) in Indonesia toward consumer responses.The survey examination applied to testing the theory of brand equity and the local brand performance. Design/methods/approach The paper reviews consumer behavior in local brand equity and responses, to identify several definitional inconsistencies between phenomena and gaps. Therefore, the research utilized five variable assessments to observe how much the brand equity influence toward consumer responses. Meanwhile, the local brand form five cities i.e. Sumenep, Malang, Bandung, Jakarta and Makassar as the local brand study context. Data were analysed using Structural quation Modeling (SEM) with AMOS and reinforced by confirmatory factor analysis. Findings Results will indicate the level of brand equity impact towad consumer responses different between the cities in Indonesia. The research will have recommended a concept of Indonesian local brand equity. Practical implications The marketers of Indonesian SME can focus on the recommended brand equity strenghtening and design, in order to develop the positif consumer responses, specially the maketing program in clothing and food beverage industries.

local brand, sme, brand equity, consumer responses, Indonesia

• Prof. Idris Gautama So, S.E., S.Kom., M.M., Ph.D.

• Dr. Rudy Aryanto, S.E., M.M.

• Prof. Bachtiar H. Simamora, Ph.D.