Corporate brand extension value and the mediating effect of experience and brand personality

All hypermarket retailers offer similar products and services. One of the ways to make a particular hypermarket unique is by offering the hypermarket corporate brand extension through products on the shelves and by an extended self-service shopping concept that only facilities the consumers’ purchas...

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Bibliographic Details
Main Author:	Hassan, Hasliza
Format:	Thesis
Published:	2014
Subjects:	HF5410-5417.5 Marketing Distribution of products
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id	my-mmu-ep.6298
record_format	uketd_dc
spelling	my-mmu-ep.62982016-01-27T09:54:28Z Corporate brand extension value and the mediating effect of experience and brand personality 2014-03 Hassan, Hasliza HF5410-5417.5 Marketing. Distribution of products All hypermarket retailers offer similar products and services. One of the ways to make a particular hypermarket unique is by offering the hypermarket corporate brand extension through products on the shelves and by an extended self-service shopping concept that only facilities the consumers’ purchase and consumption from a particular hypermarket outlet. The purpose of this research is to analyse the relationship of corporate brand extension for the product and service with brand value in hypermarket retailing, and to examine the influence of consumer experience and brand personality as mediating effects in the relationship. This research is a cross-sectional study. The primary data for this research were collected through survey questionnaires from 785 hypermarket consumers based on convenience sampling. The main analyses comprised descriptive analysis followed by exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The findings from the analyses indicate that the majority of the respondents purchase and consume hypermarket corporate brand extension in both the product and service dimensions. 2014-03 Thesis http://shdl.mmu.edu.my/6298/ http://library.mmu.edu.my/diglib/onlinedb/dig_lib.php phd doctoral Multimedia University Graduate School of Management
institution	Multimedia University
collection	MMU Institutional Repository
topic	HF5410-5417.5 Marketing Distribution of products
spellingShingle	HF5410-5417.5 Marketing Distribution of products Hassan, Hasliza Corporate brand extension value and the mediating effect of experience and brand personality
description	All hypermarket retailers offer similar products and services. One of the ways to make a particular hypermarket unique is by offering the hypermarket corporate brand extension through products on the shelves and by an extended self-service shopping concept that only facilities the consumers’ purchase and consumption from a particular hypermarket outlet. The purpose of this research is to analyse the relationship of corporate brand extension for the product and service with brand value in hypermarket retailing, and to examine the influence of consumer experience and brand personality as mediating effects in the relationship. This research is a cross-sectional study. The primary data for this research were collected through survey questionnaires from 785 hypermarket consumers based on convenience sampling. The main analyses comprised descriptive analysis followed by exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM). The findings from the analyses indicate that the majority of the respondents purchase and consume hypermarket corporate brand extension in both the product and service dimensions.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Hassan, Hasliza
author_facet	Hassan, Hasliza
author_sort	Hassan, Hasliza
title	Corporate brand extension value and the mediating effect of experience and brand personality
title_short	Corporate brand extension value and the mediating effect of experience and brand personality
title_full	Corporate brand extension value and the mediating effect of experience and brand personality
title_fullStr	Corporate brand extension value and the mediating effect of experience and brand personality
title_full_unstemmed	Corporate brand extension value and the mediating effect of experience and brand personality
title_sort	corporate brand extension value and the mediating effect of experience and brand personality
granting_institution	Multimedia University
granting_department	Graduate School of Management
publishDate	2014
_version_	1747829624594759680

Corporate brand extension value and the mediating effect of experience and brand personality

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