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Service Utopia: impact of hypermarket service extensions on corporate brand value based on consumer experience and brand personality

Hassan, Hasliza and Rahman, Muhammad Sabbir and Sade, Abu Bakar (2015) Service Utopia: impact of hypermarket service extensions on corporate brand value based on consumer experience and brand personality. Advanced Science Letters, 21 (5). pp. 1314-1316. ISSN 1936-7317 (O), 1936-6612 (P)

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Abstract

Hypermarket retailing is very well accepted by most people, especially those who are living in urban areas with a high population density. Parallel to the high acceptance, hypermarket retailers are continuously enhancing the retailing operation by offering better facilities for consumers within a modern self-service shopping concept as a service utopia. This conceptual research proposes the possible empirical study concerning the value of hypermarket service extensions that are offered through consumer shopping experience and brand personality. This research is mainly based on secondary findings through a review of the literature as well as through general observation at selected hypermarket retail outlets. It is expected that there is a correlation between consumer experience and brand personality. Both consumer experience and brand personality are expected to influence the hypermarket to offer service extension facilities, which will also stimulate the overall corporate brand value of a hypermarket. The proposed conceptual framework through this paper is expected to provide a solid path for discovering new knowledge within this field. It is also expected that this conceptual research will strengthen future empirical findings.

Item Type: Article (Journal)
Additional Information: 7112/45009
Uncontrolled Keywords: Brand, Consumer, Experience, Extension, Hypermarket, Personality, Service, Value
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: 08 Oct 2015 11:41
Last Modified: 10 Aug 2017 09:58
URI: http://irep.iium.edu.my/id/eprint/45009

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