As an important factor affecting the financial equity and stability of brands, perceptual equity from consumer and customer perspectives, known as consumer- or customer-based brand equity (CBBE), has received ample attention in many different fields. The groundwork for CBBE was set in the early 90s by Aaker (1991, 1992, 1996) and Keller (1993, 2003), who suggested several components and measures that have been adopted, modified, tested, and retested for over two decades. In fact, the most commonly-used CBBE components e awareness/familiarity, associations/image, quality, value, satisfaction, and loyalty e have long been investigated as separate and distinct constructs due to their critical roles in the success of products, brands, firms, and destinations. Perhaps because Aaker’s (1992, 1996) CBBE framework included more of these well-known components (i.e., awareness, associations, quality, loyalty), the majority of researchers, including those in the tourism and hospitality field, have followed his CBBE model with some level of modification, depending on the product context (e.g., Boo, Busser, & Baloglu, 2009; Kashif, Samsi, & Sarifuddin, 2015; Lee & Back, 2008; Vinh & Nga, 2015; Washburn & Plank, 2002; Yoo & Donthu, 1997, 2001). Although a large body of literature has investigated the components and structure of CBBE in different contexts, a consensus has not yet been reached regarding either its components or their relationships. Different scale items have been used to measure various CBBE components with contrasting relational structures, which in turn have not been validated for different brands and market segments. In order to connect the meanings related to CBBE that have been identified in different studies, the current study conducted multiple E-mail address: Asli.Tasci@ucf.edu. tests of a CBBE model (adapted from Tasci, 2016a) that included four original components designed by Aaker (1992, 1996): familiarity (awareness), image (associations), perceived quality, and brand loyalty. Three additional components ramified from Aaker’s original measures were also included: satisfaction, consumer value (perceived value), and brand value (perceived price premium). Although other factors can be added to the customer model, only satisfaction was included in the current study for scientific parsimony. Multiple tests were designed to check: 1) the validity of a general consumer-based brand equity model applicable to both actual and potential customers, including components of familiarity, image, consumer value, brand value, and loyalty, as described by seven hypotheses (H1-7) in Fig. 1; 2) the validity of a customerbased brand equity model including the general CBBE components and satisfaction, as described by nine hypotheses (H1-9) in Fig. 2; 3) the cross-brand validity of the general consumer-based brand equity model for different destination brands (H10); and 4) the cross-market validity of the general consumer model (comparing visitorsenon-visitors, malesefemales, U.S.eother nationalities) and the customer model (comparing malesefemales; H11-14). Due to the lack of sufficient respondents from other nationalities, cross-market validity of the customer model could not be tested for different nationalities.