The Impact of Brand Extension Strategy on the Brand Equity of Fast Moving Consumer Goods (FMCG) in Egypt

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

Inhibitory Activity of Silver Nanoparticles and Sodium Hypochlorite against Biofilm Produced by Salmonellae Isolated from Poultry Farms

Salmonella typhimurium and Salmonella enteritidis are among the predominant Salmonella serotypes in the Egyptian poultry farms. Salmonella has the ability to build up biofilms on a variety of surfaces. The antibiofilm activities of silver nanoparticles (AgNPs) and sodium hypochlorite (NaOCL) on prevention and controlling of biofilm by Salmonella spp. was estimated. Silver nanoparticles exhibited bactericidal activity against both S. typhimurium and S. enteritidis with MIC value at 15 µg/ml, while, that of NaOCL was 1600 µg/ml. AgNPs (25 ug/ml) could inhibit biofilm formation at percentages of 84.96% and 78.85% against S. typhimurium and S. enteritidis, respectively. A percentage of 87 % biofilm removal by AgNPS after 3 h contact with the built-up biofilm produced by S. typhimurium and S. enteritidis was recorded. NaOCL (2200 µg/ml) exhibited inhibition percentages of biofilm formation at 83.89% and 75.76% against S. typhimurium and S. enteritidis, respectively. While, biofilm removal percentages after 2 h contact between NaOCL (2200 µg/ml) with the formed biofilm by S. typhimurium and S. enteritidis were 87.42% and 89.37%, respectively. It can be concluded that AgNPs and NaOCl were able to promote a significant reduction of biofilm formation by S. typhimurium and S. enteritidis. Also, AgNPs and NaOCl effectively oppress the mature biofilms formed and the antibiofilm efficiency increased with the increase of contact time with the biofilms

Silver Nanoparticles and Sodium Hypochlorite Inhibitory Effects on Biofilm Produced by Pseudomonas aeruginosa from Poultry Farms

In Egypt, pseudomonas infection is one of the most important problems facing poultry production. Pseudomonas spp. is recognized as a major food spoiler and environmental contaminant. Biofilm formation by P. aeruginosa has an important role in the bacterial pathogenesis as well as persistence in the environment. The antibacterial and antibiofilm activities of AgNPs and NaOCL were evaluated against P. aeruginosa isolated from chicken farms. MIC and MBC of AgNPs against planktonic cells of P. aeruginosa were 15 and 20µg/ml, respectively. While those of NaOCL were 2200 and 2600 µg/ml, respectively. The highest inhibition percentages of biofilm formation (97.9%) was observed when P. aeruginosa treated with AgNPs (25µg/ml). While, 87.5% biofilm removal percentage was achieved after treating the established biofilm with 25 µg/ml AgNPs for 2.5 h. Moreover, NaOCL (2800 µg/ml) was able to cause 96.6% inhibition of biofilm formation and 90.3% biofilm removal after 1.5 h contact. The current study revealed that AgNPs and NaOCL were able to promote a significant reduction and removal of the mature biofilms formed by P. aeruginosa and the antibiofilm efficiency increased with the increase of its contact times with the biofilms

Screening for Celiac Disease in Children with Dental Enamel Defects

Background. Dental enamel defects (DEDs) are seen in celiac disease (CD). Aim was to detect frequency of CD among such patients. Methods. This study included 140 children with DED. They were tested for CD. Gluten-free diet (GFD) was instituted for CD patients. A cohort of 720, age and sex-matched, normal children represented a control group. Both groups were evaluated clinically. Serum calcium, phosphorus, alkaline phosphatase, serum IgA, and tissue transglutaminase (tTG) IgG and IgA types were measured. Results. CD was more diagnosed in patients with DEDs (17.86%) compared to controls (0.97%) (P < 0.0001). Majority of nonceliac patients showed grade 1 DED compared to grades 1, 2, and 3 DED in CD. Five children had DED of deciduous teeth and remaining in permanent ones. After 1 year on GFD, DED improved better in CD compared to nonceliac patients. Gastrointestinal symptoms did not vary between celiac and nonceliac DED patients. Lower serum calcium significantly predicted CD in this cohort. Conclusion. CD is more prevalent among children with DED than in the general population. These DEDs might be the only manifestation of CD; therefore, screening for CD is highly recommended among those patients especially in presence of underweight and hypocalcemia