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Hypermarket corporate brand extension personality

Hasliza Hassan, Hassan and Rahman, Muhammad Sabbir and Abu Bakar Sade, Sade (2014) Hypermarket corporate brand extension personality. Journal of Applied Business and Economics , 16 (5). xx-xx. ISSN 1499-691X (In Press)

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Abstract

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.

Item Type: Article (Journal)
Additional Information: 7112/36967
Uncontrolled Keywords: hypermarket, corporate brand
Subjects: H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5001 Business. Business Administration
H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5410 Marketing. Distribution of products
Kulliyyahs/Centres/Divisions/Institutes: Kulliyyah of Languages and Management
Depositing User: Dr Muhammad Sabbir Rahman
Date Deposited: 19 Jun 2014 03:23
Last Modified: 13 Feb 2016 15:20
URI: http://irep.iium.edu.my/id/eprint/36967

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