This study investigates the relationship between dimensions that exist in the customer-based brand equity (CBBE) concept in the context of an educational event, as well as to examine the relationship between event brand value and event brand loyalty, which is debated in the previous literature. In total, 298 participants completed questionnaires, which are used to assess the four dimensions of CBBE. Within the use of path analysis technique, the six hypothesis statements are supported statistically, and event brand loyalty (EBL) is proven to be directly affected by event brand value (EBV). Moreover, event brand quality (EBQ) is found to have the strongest influence to the EBL dimension, which is different with the findings of previous empirical studies that conclude event brand image (EBI) is the most predominant dimension affecting EBL.