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Will You Add? - Does the Brand Equity Influence the Customers' Loyalty?
There are several different forms of business organizations available. This refers to the legal arrangements of the business. The form you choose for your business is the form that best suits your purposes. There are different legal and tax implications of each. The three forms are sole proprietor, partnership and corporati
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The research examined the relationship between brand equity and repurchase willingness. The research findings yielded, according to the Pearson correlation conducted between the consumer perception of the product equity and the consumer loyalty, a positive significant relationship on an intermediate-high level. In other words, the higher the consumer evaluates the brand equity, the greater his loyalty becomes. This relationship is weakened as the level of product involvement increases. Namely, as a product has higher perceived importance in the consumer’s opinion, he searches for additional
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The research examined the relationship between brand equity and repurchase willingness. The research findings yielded, according to the Pearson correlation conducted between the consumer perception of the product equity and the consumer loyalty, a positive significant relationship on an intermediate-high level. In other words, the higher the consumer evaluates the brand equity, the greater his loyalty becomes. This relationship is weakened as the level of product involvement increases. Namely, as a product has higher perceived importance in the consumer’s opinion, he searches for additional
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The research examined the relationship between brand equity and repurchase willingness. The research findings yielded, according to the Pearson correlation conducted between the consumer perception of the product equity and the consumer loyalty, a positive significant relationship on an intermediate-high level. In other words, the higher the consumer evaluates the brand equity, the greater his loyalty becomes. This relationship is weakened as the level of product involvement increases. Namely, as a product has higher perceived importance in the consumer’s opinion, he searches for additional
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In addition, positive significant relationships were found between all the indices of the variable of brand equity and all the indices of the variable of customer loyalty. The level of relationships was intermediate high. The strongest positive relationship, relatively, is between real assets and repeat purchase, while the weakest relationship, relatively, was found between the non-real assets and recommendation to the friends.
Additional findings reinforce the importance in the creation of brand equity. According to the findings of the explained variance, the positive value of the variable of brand equity has a high significant contribution in the prediction of consumer loyalty. In addition, when multiple regressions were performed, including all the variables of the presented model, it was found that the brand equity contributes significantly to the prediction
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