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

Hasliza Hassan, Muhammad Sabbir Rahman


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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