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  • 标题:The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market
  • 本地全文:下载
  • 作者:Hasliza Hassan ; Muhammad Rahman
  • 期刊名称:International Journal of Business and Management
  • 印刷版ISSN:1833-3850
  • 电子版ISSN:1833-8119
  • 出版年度:2012
  • 卷号:7
  • 期号:12
  • 页码:138
  • DOI:10.5539/ijbm.v7n12p138
  • 出版社:Canadian Center of Science and Education
  • 摘要:

    In line with the strategy to enhance entrepreneurship opportunities, it is expected that there will be a growth in
    brand extensions development especially by hypermarkets. The industry is developing competitively and fiercely
    with strong as well as continuous support from consumers. This research paper is proposing a conceptual
    framework to investigate the relationship between hypermarket corporate brand extensions with dimension of
    brand personality within the Malaysian market. The extension from a hypermarket brand to product and service
    brand is known as a corporate brand extension. Both product and service are equally important in hypermarket
    retailing. Brand does have personality which is similar as human being. Dimensions of brand personality are
    adapted from a framework that was introduced by Aaker (1997). The framework consists of 1) sincerity, 2)
    excitement, 3) competence, 4) sophistication and 5) ruggedness.

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