This research aims to examine the practicality and applications of costumer based brand equity model based on Aaker s well-known conceptual framework of brand equity and its influence to L.A Lights cotumer loyalty. The study employes multiple regression analysis to investigate the influence of CBBE dimensions to attitudinal and behavioral cutomer loyalty. This research is based on a sample of 40 smoker students of L.A Lights cigarettes in State University of Malang (UM). The research provides a framework for understanding evaluating measuring and managing cutomer-based brand equity of cigarettes which needs different approaches to reach xustomer loyalty.