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 pre

The research objective is to enable the marketers to understand better the parameters that effect the re-purchasing decision, and to evaluate whether the factor of level of involvement influence the results. The research population consisted of young men and women aged 18-25 who were considered as the target audience. The research examined the level of loyalty, product quality and involvement, in three product categories: Low level of involvement – Deodorant. Medium level of involvement - fashion clothes. High level of involvement - Cellular Phones.

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 added value beyond his brand perception.

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 pre

three product categories: Low level of involvement – Deodorant. Medium level of involvement - fashion clothes. High level of involvement - Cellular Phones.

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 added value beyond his brand perception.

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 pre

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 added value beyond his brand perception.

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 pre

on.

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 pre

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 of the consumer loyalty.

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