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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Autors principals:	Banji Rildwan Olaleye, Tsediso Joseph Sekhampu, Joseph Nembo Lekunze, Ntseliseng Khumalo
Format:	Artigo
Idioma:	Inglês
Publicat:	LLC "CPC "Business Perspectives" 2025-03-01
Col·lecció:	Innovative Marketing
Matèries:	brand extension strategy brand trust customer loyalty FMCG companies PLS-SEM
Accés en línia:	https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/21776/IM_2025_01_Olaleye.pdf
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