Why do hypermarkets extend their brands to a growing number of products? Online publication date: Mon, 25-Feb-2019
by Hasliza Hassan; Muhammad Sabbir Rahman; Abu Bakar Sade
International Journal of Business Excellence (IJBEX), Vol. 17, No. 3, 2019
Abstract: Hypermarket brand extension products were introduced to the market some time ago and now include a growing number of product lines. This research looks at the brand value of hypermarket brand extension products through consumer experience and brand personality in the Malaysian market. Hypermarket brand extension products have a significant positive relationship with consumer experience and brand personality. Consumer experience also has a significant positive relationship with brand personality and brand value. However, the findings are not able to prove that hypermarket brand extension personality influences the overall brand extension value. Hence, consumer experience is the key to boosting the demand by consumers for hypermarket brand extension products. This research provides insights into developing the value of hypermarket brand extension products for practitioners and offers further thoughts for research scholars seeking a deeper knowledge of this field.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook