Authors : Hasliza Hassan and Muhammad Sabbir Rahman
Abstract: Corporate brand extension strategy has been adapted by most hypermarket retailers to boost retail brand equity momentum. There are diverse arguments in the myth of hypermarket brand extensions quality. Based on combinations of various literature reviews, a conceptual framework is proposed to investigate the real scenario by focusing on three key relationships which are; retail quality with retail brand quality, retail brand quality with product brand extension quality and retail brand quality with service brand extension quality. The proposition is expected to reveal how hypermarket consumers perceive towards corporate brand extensions quality.
Hasliza Hassan and Muhammad Sabbir Rahman, 2013. Perceptions on Corporate Brand Extensions Quality in Hypermarket Retailing. The Social Sciences, 8: 256-259.