The Brand Equity Influence customer loyalty?

The research objective is to enable marketers to better understand the parameters that affect the decision to re-purchase, and to assess whether the influence factor of the level of involvement of the results. The study population consisted of young men and women aged 18-25 who were considered as a target. The research examined the quality of the product loyalty, and involvement in three product categories: Low level of involvement - Deodorant. Average level of participation - the fashion clothing. High level of involvement - mobile phones.

The research examined the relationship between brand equity and a willingness to repurchase. The search results yielded, according to the Pearson correlation conducted between perceived fairness of the consumer product and consumer loyalty, a positive significant upper-intermediate level. In other words, the greater the consumer evaluates the brand equity, the greater becomes his loyalty. This relationship is weakened increases the level of involvement of the product. That is to say, as a product is higher perceived importance in the opinion of the consumer, who seeks added value beyond its perception of the brand.

In addition, significant positive relationships were found between all indices of the variable of brand equity and all index variable customer loyalty. The level of reporting was high intermediate. The strongest positive relationship, relatively, between real assets and the purchase of repetition, while the weakest relationship, relative, was found among non-real business and recommendation to friends.

More results underscore the importance in creating brand equity. According to the results of variance explained, the positive value of the variable of brand equity has a significant contribution in the prediction of high consumer loyalty. Also, when multiple regression were performed, including all the variables of the model presented, it was found that the value of the brand contributes significantly to the prediction of consumer loyalty.

To conclude, in light of the scientific literature and research results, the hypothesis which states that there is a positive relationship between brand equity and consumer loyalty is confirmed. This relationship is stronger as the level of participation is lower. In other words, the more the brand is familiar and established, and perceived by consumers as a stronger, more consumers will develop loyalty and there is a greater chance of repeat purchase product....