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JOURNAL OF APPLIED BUSINESS AND ECONOMICS
Hypermarket Corporate Brand Extension Personality
Author(s): Hasliza Hassan, Muhammad Sabbir Rahman, Abu Bakar Sade
Citation: Hasliza Hassan, Muhammad Sabbir Rahman, Abu Bakar Sade, (2014) "Hypermarket Corporate Brand Extension Personality," Journal of Applied Business and Economics, Vol. 16, Iss. 5, pp. 109-120
Article Type: Research paper
Publisher: North American Business Press
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.
