Hypermarket corporate brand extension personality
Products and services are complementary to each other. This research explores the relationship of hypermarket corporate brand extension of products and services as parallel independent constructs towards brand personality. Through convenience sampling of hypermarket distribution outlets throughout...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English English |
| Published: |
North American Business Press
2014
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/36967/ http://irep.iium.edu.my/36967/ http://irep.iium.edu.my/36967/1/%28A%29_JABE_Acceptance_letter.2014_pdf.pdf http://irep.iium.edu.my/36967/2/JABE_Hypermarket_Corporate_Brand_Extension_Personality.pdf |
| Summary: | Products and services are complementary to each other. This research explores the relationship of hypermarket
corporate brand extension of products and services as parallel independent constructs towards brand
personality. Through convenience sampling of hypermarket distribution outlets throughout Malaysia, 785 data
were collected from hypermarket consumers based on proportionate quota. The collected data were analysed
using exploratory factor analysis, confirmatory factor analysis and structural equation modeling. It is proven
that both the products and services that are offered by the hypermarkets are equally important in influencing the
hypermarket corporate brand personality. |
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