Brand extension strategies and customer loyalty: Empirical evidence from fast-moving consumer goods companies

Brand extension strategies and customer loyalty: Empirical evidence from fast-moving consumer goods companies

The expansion of brands through new product lines in the fiercely competitive fast-moving consumer goods (FMCG) industry is aimed at bolstering companies’ brands and market share while catering to customer preferences. In creating FMCG value chains and fostering company sustainability, companies nee...

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Bibliographic Details
Main Authors: Banji Rildwan Olaleye, Tsediso Joseph Sekhampu, Joseph Nembo Lekunze, Ntseliseng Khumalo
Format: Article
Language:English
Published: LLC "CPC "Business Perspectives" 2025-03-01
Series:Innovative Marketing
Subjects:
brand extension strategy
brand trust
customer loyalty
FMCG companies
PLS-SEM
Online Access:https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21776/IM_2025_01_Olaleye.pdf
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https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21776/IM_2025_01_Olaleye.pdf

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