Relationship between brand strength and loyalty of customers at different involvement

One of the earliest references in the realm of branding was presented by Robinson (1933), who argued that you can sell to target a variety of different brands of the same product that are similar to each other. The reason is that they are different in terms of quality, have different names, and carry different labels. Since this historical reference, the brand has become an important area of ​​marketing. In recent years, the brand has been transformed from a means of identifying goods in an element of the strategy of organizations. Changes in brand awareness and recognition of the importance of new perspectives were slow. Until recently, many organizations around the world tended to analyze marketing problems from a broad perspective of product perception. However, today the business perspective has changed and is more focused on than in the past, and is led by the brand perception. The recognition of the importance of branding in the field of marketing management has become very significant in recent years.

The objective of this paper is to explore the relationship between brand equity and loyalty of young customers at different levels of involvement. The present research initiates an integration of multiple streams of existing research on brand equity, consumer loyalty, and product purchase involvement. It proposes the establishment of theories in consumer loyalty and brand equity measurement models analysis of the target group that is largely influenced by branding, namely the young. The research objective is to enable a better understanding of marketing as the parameters that influence the decision to re-purchase, and to assess whether the factor of the level of involvement change the results of previous research.

The study used a research design correlation. The type of sample used in this study was a convenience sample. The study population consisted of young men and women aged 18-25 who were considered the target influenced by the strength of the brand. The researcher is the population of the sample through the distribution of questionnaires in shopping centers (where there are concentrations of population). The sample was chosen so that the population adequately represented in the various aspects of demographic research.

The research examined the level of loyalty, commitment, and relationship to the strength of the brand in three product categories:

Low level of involvement - Deodorant a leading brand in the deodorants category in Israel.

Average level of participation - the fashion clothing the strongest fashion brand among youth and adolescents in Israel

High level of involvement - Cellular Phones brand designed for young people.

The present study has added information on the various factors that influence the decision making process of consumers in the younger age group, the purchase of products / brands and how consumers can influence young people and turn them into loyal consumers of the brand in order to understand the influence of brand equity on their willingness to buy.

The research examined the different variables and the degree of influence of the level of consumer involvement, the level of fidelity, and the relationship with the brand's strength in the three categories of products. The results show that:

1. At low levels of involvement, consumer loyalty is not significantly influenced by the perceived quality of the product and the process of buying decision is influenced by other parameters.

2. As the consumer more highly evaluates the brand equity and strength, increases its fidelity. This relationship is weakened the level of involvement of the product salt.

3. In brands with a low level of involvement in the purchase, there is a strong influence between brand strength and loyalty and purchase of products and high level of consumer involvement does not necessarily arise brand loyalty. In other words, the effect of the force on brand loyalty is weakened increases the level of involvement.
Practical result:

A set of activities that add to the value provided by a product or service:

1. Brand Equity

2. Perceived quality

3. Brand loyalty

4. Product Category

The above mentioned aspects of branding are powerful sources for companies to create and maintain competitive advantages.

The more successful a company is when it comes to brand loyalty, the greater the impact on marketing expenses. Since a powerful brand enjoys a high level of consumer awareness and brand loyalty, the company marketing support costs less than the revenue .......