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Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand

Hasliza Hassan, Hassan and Rahman, Muhammad Sabbir and Abu Bakar , Sade and Wan Mohd Nazdrol Wan Mohd , Nasir (2015) Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand. In: International Conference on Management, Science and Social Studies 2015 , 25th & 26th May, 2015., Swiss Garden Hotel & Residences, Kuala Lumpur, Malaysia. (Unpublished)

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Abstract

The availability of hypermarket corporate brand extension products has given those consumers who are living on a tight budget and those who are price conscious the chance to purchase basic household necessities at affordable prices. Accordingly, the enhancement of self-service shopping experience through additional service facilities and sub-retailers has encouraged more consumers to shop at a particular hypermarket outlet. A hypermarket corporate brand extension that is offered through strong collaboration with small and medium enterprises (SMEs) provides more opportunities for the hypermarket to be competitive, and, at the same time, share the benefits with the SMEs. This research looks at the opportunities for SMEs to market their products and services through the corporate retail brand of hypermarkets within Malaysia. The findings for this research were made based on general observation as well as through support from other findings by various research scholars within this field. Presently, there are ample opportunities for SMEs to be involved in the retailing industry by becoming a business partner to supply products through hypermarket corporate brand extension strategies. The hypermarket retailers are also able to create an alliance with SMEs by outsourcing the enhancement and maintenance of the service facilities. The findings based on this research are expected to streamline the existing knowledge in this field through further empirical research. Keywords: Brand, Corporate, Enterprise, Extension, Hypermarket, Product, Service

Item Type: Conference or Workshop Item (Full Paper)
Additional Information: 7112/43154
Uncontrolled Keywords: Brand, Corporate, Enterprise, Extension, Hypermarket, Product, Service
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: 04 Jun 2015 03:10
Last Modified: 13 Feb 2016 05:15
URI: http://irep.iium.edu.my/id/eprint/43154

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