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

Author

Listed:
  • Hasliza Hassan
  • Muhammad Sabbir Rahman
  • Abu Bakar Sade

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.

Suggested Citation

  • Hasliza Hassan & Muhammad Sabbir Rahman & Abu Bakar Sade, 2019. "Why do hypermarkets extend their brands to a growing number of products?," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 17(3), pages 290-305.
    • Handle: RePEc:ids:ijbexc:v:17:y:2019:i:3:p:290-305
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