| One of the first references in the realm of | | | | Low level of involvement - Deodorant a leading |
| branding was presented by Robinson (1933), who | | | | brand in the deodorants category in Israel. |
| maintained that it is possible to sell to different | | | | Medium level of involvement - fashion clothes the |
| target audiences a variety of brands of the same | | | | strongest fashion brand among youths and |
| product that are similar to one another. The | | | | adolescents in Israel |
| reason is that they are different in quality, have | | | | High level of involvement - Cellular Phones brand |
| different names, and bear different labels. Since | | | | designed for young people. |
| this historical reference, branding has become a | | | | The present research added to the information |
| major marketing domain. In recent years, | | | | on the different factors that influence the decision |
| branding has been transformed from a means of | | | | making process of consumers in the young age |
| identifying merchandise into a main element in the | | | | group, in the purchase of products / brands and |
| strategy of organizations. The changes in the | | | | on how it is possible to influence the young |
| perception of branding and the recognition of the | | | | consumers and transform them into loyal |
| importance of the new perspective were slow. | | | | consumers of the brand so as to understand the |
| Until recently, many organizations in the world | | | | influence of the brand equity on their willingness to |
| tended to analyze marketing problems from a | | | | purchase. |
| broad perspective of product perception. | | | | The research examined the different variables |
| However, today the business viewpoint has | | | | and the degree of influence of the level of |
| changed and is more focused on than in the past, | | | | consumer involvement, the level of loyalty, and |
| and is guided by the brand perception. The | | | | the relationship to the strength of the brand in the |
| recognition of the importance of branding in the | | | | three product categories. The results show that: |
| realm of marketing management has become | | | | 1. On low levels of involvement, the consumer |
| very significant in recent years. | | | | loyalty is not significantly influenced by the |
| The objective of this paper is to explore the | | | | perceived product quality and the purchase |
| relationships between brand equity and the loyalty | | | | decision process is influenced by other |
| of young customers at different involvement | | | | parameters. |
| levels. The present research initiates an integration | | | | 2. As the consumer more highly evaluates the |
| of the multiple extant streams of research in | | | | brand equity and strength, his loyalty increases. |
| brand equity, consumer loyalty, and products | | | | This relationship is weakened as the level of |
| purchasing involvement. It proposes the | | | | product involvement rises. |
| incorporation of consumer loyalty theories into | | | | 3. In brands with a low level of involvement in |
| models of brand equity measurement and the | | | | purchase, there is a strong influence between the |
| analysis of the target group that is mostly | | | | brand strength and loyalty and purchase and in |
| affected by branding, namely young people. The | | | | products of high level of involvement the |
| research objective is to enable the marketers | | | | consumer will not necessarily evince loyalty to the |
| how to understand better the parameters that | | | | brand. In other words, the impact of the brand |
| effect the re-purchasing decision, and to evaluate | | | | strength on the loyalty is weakened as the level |
| whether the factor of level of involvement | | | | of involvement increases. |
| change the results from previous researches. | | | | Practical outcome: |
| The research used a correlation research design. | | | | A set of assets that adds to the value provided |
| The type of sample used in this research was a | | | | by a product or service: |
| convenience sample. The research population | | | | 1. Brand Equity |
| consisted of young men and women aged 18-25 | | | | 2. Perceived quality |
| who were considered the target audience | | | | 3. Brand loyalty |
| influenced by the strength of the brand. The | | | | 4. Product category |
| researcher located the population of the sample | | | | The aforementioned aspects of branding are |
| through the distribution of questionnaires in | | | | powerful sources for companies to create and |
| shopping centers (where there are concentrations | | | | maintain competitive advantages. |
| of population). The sample was chosen so that it | | | | The more successful a firm is when it comes to |
| appropriately represented the research population | | | | brand loyalty, the greater the impact on |
| in the different demographic aspects. | | | | marketing expenditures. Since a powerful brand |
| The research examined the level of loyalty, | | | | enjoys a high level of consumer brand awareness |
| involvement, and relationship to the strength of | | | | and loyalty, the company will incur lower |
| the brand in three product categories: | | | | marketing costs relative to revenue. |