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Friday, 16 May 2008
 
 

Does the Brand Equity Influence the Customers' Loyalty?

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Does the Brand Equity Influence the Customers' Loyalty?

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
Read more at: http://ezinearticles.com/?Does-the-Brand-Equity-Influence-the-Customers-Loyalty?&id=536040.
 
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