Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand
The availability of hypermarket corporate brand extension products has given those consumers who are living on a tight budget and those who are price conscious the chance to purchase basic household necessities at affordable prices. Accordingly, the enhancement of self-service shopping experience th...
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| Format: | Conference or Workshop Item |
| Language: | English English English |
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2015
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| Online Access: | http://irep.iium.edu.my/43154/ http://irep.iium.edu.my/43154/ http://irep.iium.edu.my/43154/1/Abstract_and_Schedule.pdf http://irep.iium.edu.my/43154/2/ICMAS002_-_proceedings.pdf http://irep.iium.edu.my/43154/3/Offer_letter.pdf |
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iium-43154 |
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eprints |
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iium-431542016-02-13T05:15:12Z http://irep.iium.edu.my/43154/ Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand Hasliza Hassan, Hassan Rahman, Muhammad Sabbir Abu Bakar , Sade Wan Mohd Nazdrol Wan Mohd , Nasir HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products The availability of hypermarket corporate brand extension products has given those consumers who are living on a tight budget and those who are price conscious the chance to purchase basic household necessities at affordable prices. Accordingly, the enhancement of self-service shopping experience through additional service facilities and sub-retailers has encouraged more consumers to shop at a particular hypermarket outlet. A hypermarket corporate brand extension that is offered through strong collaboration with small and medium enterprises (SMEs) provides more opportunities for the hypermarket to be competitive, and, at the same time, share the benefits with the SMEs. This research looks at the opportunities for SMEs to market their products and services through the corporate retail brand of hypermarkets within Malaysia. The findings for this research were made based on general observation as well as through support from other findings by various research scholars within this field. Presently, there are ample opportunities for SMEs to be involved in the retailing industry by becoming a business partner to supply products through hypermarket corporate brand extension strategies. The hypermarket retailers are also able to create an alliance with SMEs by outsourcing the enhancement and maintenance of the service facilities. The findings based on this research are expected to streamline the existing knowledge in this field through further empirical research. Keywords: Brand, Corporate, Enterprise, Extension, Hypermarket, Product, Service 2015-05-25 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/43154/1/Abstract_and_Schedule.pdf application/pdf en http://irep.iium.edu.my/43154/2/ICMAS002_-_proceedings.pdf application/pdf en http://irep.iium.edu.my/43154/3/Offer_letter.pdf Hasliza Hassan, Hassan and Rahman, Muhammad Sabbir and Abu Bakar , Sade and Wan Mohd Nazdrol Wan Mohd , Nasir (2015) Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand. In: International Conference on Management, Science and Social Studies 2015 , 25th & 26th May, 2015., Swiss Garden Hotel & Residences, Kuala Lumpur, Malaysia. (Unpublished) http://www.myconferenceassociates.com/ |
| repository_type |
Digital Repository |
| institution_category |
Local University |
| institution |
International Islamic University Malaysia |
| building |
IIUM Repository |
| collection |
Online Access |
| language |
English English English |
| topic |
HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products |
| spellingShingle |
HF Commerce HF5001 Business. Business Administration HF5410 Marketing. Distribution of products Hasliza Hassan, Hassan Rahman, Muhammad Sabbir Abu Bakar , Sade Wan Mohd Nazdrol Wan Mohd , Nasir Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand |
| description |
The availability of hypermarket corporate brand extension products has given those consumers who are living on a tight budget and those who are price conscious the chance to purchase basic household necessities at affordable prices. Accordingly, the enhancement of self-service shopping experience through additional service facilities and sub-retailers has encouraged more consumers to shop at a particular hypermarket outlet. A hypermarket corporate brand extension that is offered through strong collaboration with small and medium enterprises (SMEs) provides more opportunities for the hypermarket to be competitive, and, at the same time, share the benefits with the SMEs. This research looks at the opportunities for SMEs to market their products and services through the corporate retail brand of hypermarkets within Malaysia. The findings for this research were made based on general observation as well as through support from other findings by various research scholars within this field. Presently, there are ample opportunities for SMEs to be involved in the retailing industry by becoming a business partner to supply products through hypermarket corporate brand extension strategies. The hypermarket retailers are also able to create an alliance with SMEs by outsourcing the enhancement and maintenance of the service facilities. The findings based on this research are expected to streamline the existing knowledge in this field through further empirical research.
Keywords: Brand, Corporate, Enterprise, Extension, Hypermarket, Product, Service |
| format |
Conference or Workshop Item |
| author |
Hasliza Hassan, Hassan Rahman, Muhammad Sabbir Abu Bakar , Sade Wan Mohd Nazdrol Wan Mohd , Nasir |
| author_facet |
Hasliza Hassan, Hassan Rahman, Muhammad Sabbir Abu Bakar , Sade Wan Mohd Nazdrol Wan Mohd , Nasir |
| author_sort |
Hasliza Hassan, Hassan |
| title |
Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand |
| title_short |
Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand |
| title_full |
Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand |
| title_fullStr |
Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand |
| title_full_unstemmed |
Emergence of brand extension opportunities for SMEs products and services through hypermarket corporate brand |
| title_sort |
emergence of brand extension opportunities for smes products and services through hypermarket corporate brand |
| publishDate |
2015 |
| url |
http://irep.iium.edu.my/43154/ http://irep.iium.edu.my/43154/ http://irep.iium.edu.my/43154/1/Abstract_and_Schedule.pdf http://irep.iium.edu.my/43154/2/ICMAS002_-_proceedings.pdf http://irep.iium.edu.my/43154/3/Offer_letter.pdf |
| first_indexed |
2023-09-18T21:01:29Z |
| last_indexed |
2023-09-18T21:01:29Z |
| _version_ |
1777410653136355328 |