<p>The main aim of this study is to examine the correlation between brand association, brand awareness, brand loyalty, and perceived quality as constituent elements that constitute the CBBE concept. Previous research has been undertaken using a sample of people from non-Asian nations, which have limited relevance to the specific setting of Indonesia. Furthermore, there is a limited body of research that examines the dimension-measuring indicators that constitute the construct of CBBE in the context of Indonesia. Hence, the primary objective of this study is to assess the many characteristics of CBBE generation within the context of Indonesia. The methodology utilised in this study is the descriptive approach. The data was obtained via administering online questionnaires and utilising non-probability sampling methods, with a particular emphasis on purposive sampling techniques. The data analysis was conducted using SPSS version 29 and SmartPLS version 4 software. The results of the study revealed a statistically significant and positive relationship between the different aspects of brand awareness, brand association, brand loyalty, and perceived quality with CBBE. This finding indicates that the formation of the CBBE construct is influenced by factors such as high brand awareness, strong brand association, strong brand loyalty, and perceived product quality.</p>