The Effect of Product Innovation on Brand Equity and Purchase Intention: An Applied Study on Food and Beverage Brands in Egypt
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
|---|---|
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Mahmoud, Rana Samir (Author) |
| مؤلفين آخرين: | Kheir El Din, Amr (Advisor), Abd-Elmageed, Mohamed Hassan (Advisor) |
| المجلد/العدد: | ع3 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2022
|
| الشهر: | أكتوبر |
| الصفحات: | 361 - 380 |
| ISSN: |
2636-2562 |
| رقم MD: | 1372952 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Product Innovation | New Products | Product Modifications | Brand Equity | Purchase Intention | Buying Behavior | Food and Beverage Brands | Food Retailers | Supermarkets | Egypt
|
| رابط المحتوى: |
عدد مرات التحميل
6
| المستخلص: |
The main purpose of this research is to understand the effect of product innovation on brand equity and purchase intention of food and beverage brands in Egypt. The data collection was done by applying the non-proportionate quota sampling technique and distributing 400 questionnaires on shoppers through mall intercepts in front of large supermarkets. SPSS was used to analyze the data collected to develop descriptive statistics for demographic variables and research constructs, testing reliability and intrinsic validity for the research constructs by using Cronbach alpha and conformity analysis, exploratory factor analysis and regression. The research results revealed that product innovation has a significant positive relationship on the dependent variables which are brand equity and purchase intention. The research findings will help the food and beverage marketing managers to understand the importance of product innovation and how is plays a vital role; so they can adjust their plans and strategies to be able to increase their brand equity and consumers’ purchase intention. |
|---|---|
| ISSN: |
2636-2562 |
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