The Impact of Hypermarket Corporate Brand Extensions on Brand Personality: A Conceptual Analysis of Malaysian Market

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.