Title: Why do hypermarkets extend their brands to a growing number of products?

Authors: Hasliza Hassan; Muhammad Sabbir Rahman; Abu Bakar Sade

Addresses: Faculty of Management, Multimedia University, Persiaran Multimedia, 63100 Cyberjaya, Selangor, Malaysia ' Department of Marketing and International Business, North South University, Plot#5, Block#B, Bashundhara, Dhaka-1229, Bangladesh ' Faculty of Business and Information Science, UCSI University, Jalan Menara Gading, UCSI Heights, Taman Connaught, Cheras, 56000 Kuala Lumpur, Malaysia

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.

Keywords: brand; branding; brand experience; brand extension; brand personality; brand value; consumer experience; hypermarket; personality; product; retail; shopping; store brand; value.

DOI: 10.1504/IJBEX.2019.097956

International Journal of Business Excellence, 2019 Vol.17 No.3, pp.290 - 305

Received: 03 Jul 2017
Accepted: 08 Jan 2018
Published online: 25 Feb 2019 *

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