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首页> 外文期刊>European Journal of Business and Management >The Impact of Brand Extension Strategy on the Brand Equity of Fast Moving Consumer Goods (FMCG) in Egypt
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The Impact of Brand Extension Strategy on the Brand Equity of Fast Moving Consumer Goods (FMCG) in Egypt

机译：品牌延伸策略对埃及快速消费品（FMCG）品牌资产的影响

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Purpose:ThisStudy the brand extension in FMCG (fast moving consumers goods) focuses on Food and Beverages sector in Egypt analyzes the factors consisting Brand extension strategy, Identify factors that enable enhanced brand equity through brand extension, Measures the effects of the brand extension strategy on brand equity.The empirical study investigate the impact of the three important factors constitute Brand Extension on Consumer-Based Brand Equity as the dependent variable but it will be measured using three factors which are perceived quality, Brand Loyalty, and Brand Association, and also test the relationships between the factors constituting Brand Extension with the three factors constituting Brand Equity. Methodology/Approach: The research employed questionnaire for sample constitute 415 Egyptian consumer to investigate the impact brand extension strategy on brand equity , testing hypothesis by applying both Correlation Spearman between brand extension strategy, brand equity and Multiple Regression analysis to find the effect independent variable (brand extension: Similarity, Brand reputation& Consumer innovativeness, Brand familiarity), on dependent variable (brand equity). Findings: The results reveal thatthere is positive strong relationship between brand extension and consumer based brand equity amongst Fast Moving Consumer Goods (FMCG) in Egypt. Brand familiarity, brand image/ consumer innovativeness excluding similarity, have a significant effect on the brand equity.Research limitations/implications: As the study is conducted only within one industry there is a risk that the results may represent industry-specific factors that are not representative of all consumer markets. The findings have practical application and are relevant for marketing managers and brand managers. Originality/value: Detailed insights and key lessons from the field with regards to how brand extension affects brand equity should be conceptualized and measured are offered. Keywords: Brand Extension, Brand Equity, Similarity, Reputation of parent brand & Consumer Innovativeness, Brand familiarity, Perceived quality,Brand loyalty Brand association.
机译：目的：研究快速消费品（快速消费品）中的品牌扩展，重点研究埃及的食品和饮料行业，分析包括品牌扩展策略的因素，确定可通过品牌扩展提高品牌资产的因素，衡量品牌扩展策略对实证研究调查了构成品牌延伸的三个重要因素对基于消费者的品牌资产作为因变量的影响，但将使用感知质量，品牌忠诚度和品牌联想这三个因素对其进行衡量，并进行检验品牌延伸因素与品牌资产三个因素之间的关系。方法/方法：本研究采用问卷调查的方式，对构成415位埃及消费者的样本进行调查，以研究品牌延伸策略对品牌资产的影响，并通过在品牌延伸策略，品牌资产和多元回归分析之间应用相关Spearman来检验假设，以找到影响自变量（品牌扩展：相似性，品牌声誉和消费者创新性，品牌熟悉度），取决于因变量（品牌资产）。调查结果：结果表明，埃及快速消费品（FMCG）中，品牌延伸与基于消费者的品牌资产之间存在正相关关系。品牌熟悉度，品牌形象/消费者创新性（不包括相似性）对品牌资产有重大影响。研究局限/含义：由于该研究仅在一个行业内进行，因此存在风险，即结果可能代表特定行业因素，而并非所有消费市场的代表。这些发现具有实际应用价值，与市场经理和品牌经理有关。原创性/价值：应提出概念化和衡量方面的详细见解和有关品牌延伸如何影响品牌资产的重要经验教训。关键字：品牌延伸，品牌资产，相似度，母品牌和消费者创新的声誉，品牌熟悉度，感知质量，品牌忠诚度品牌联想。

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