Role of brand personality and consumer brand identification on hypermarket brand evaluation and loyalty development among Malaysian customers

• Main Author: Nikhashemi, Seyed Rajab
• Format: Thesis
• Language: English
• Published: 2015
• Online Access: http://psasir.upm.edu.my/id/eprint/57481/1/FEM%202015%204RR.pdf; http://psasir.upm.edu.my/id/eprint/57481/
• Institution: Universiti Putra Malaysia

In Malaysia, the robust economic growth in the late 1980s and early 1990s has resulted rapid expansion of foreign and local hypermarkets. In line with this trend, Malaysia has experienced a massive increase in brand-conscious customers who demand greater product varieties and qualities, posing chall...