الفهرس 
Chapter Two: Literature ReviewOnly 14 pages are availabe for public view
 |  | from | 171 |  |  |
| | | from | 171 | | |
Abstract
Abstract
The main purpose of this research is to understand the effect of product innovation on brand equity, purchase intention and customer satisfaction while determining the effect of corporate reputation as a moderating variable on the food and beverage industry in Egypt. The data collection was done through conducting in-depth interviews in the exploratory phase by utilizing the convenience sampling technique. Besides, the non-proportionate quota sampling technique was used while distributing 400 questionnaires on shoppers through mall intercepts in front of 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, structural equation modeling and path analysis and multiple linear regression to understand the effect of the moderating variable. The research results revealed that product innovation has a significant positive relationship on the three dependent variables (brand equity, purchase intention and customer satisfaction) and the moderating variable which is corporate reputation has a significant positive effect on the relationship between the independent variable (product innovation) and the three dependent variables (brand equity, purchase intention and customer satisfaction). The research findings can help the food and beverage marketing managers to understand the importance of product innovation and how corporate reputation plays a vital role; so they can adjust their plans and strategies to be able to increase their brand equity, customer purchase intention and customer satisfaction.