%0 Journal Article
%T The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market
%A Hasliza Hassan
%A Muhammad Sabbir Rahman
%J International Journal of Business and Management
%D 2012
%I 
%R 10.5539/ijbm.v7n12p138
%X 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.
%U http://www.ccsenet.org/journal/index.php/ijbm/article/view/15196