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’ 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