Abstract

http://ssrn.com/abstract=1555216
 
 

Citations (1)



 


 



Marketing Mix and Branding: Competitive Hypermarket Strategies


Hui-Chu Chen


TransWorld Institute of Technology

Robert D. Green


Lynn University

2009

International Journal of Management and Marketing Research, Vol. 2, No. 1, pp. 17-34, 2009

Abstract:     
Super-centers and hypermarkets are increasing in the retail markets. To determine customer-based brand equity (CBBE), a proportionate market share and a gender-balance hypermarket shopper sample was collected. Using t-Tests for gender to the marketing mix and CBBE, female shoppers consistently have higher mean scores. However, only distribution intensity, brand association and total brand equity were significantly higher than males. But men feel that their hypermarkets were higher priced than women were. Retail marketing mix elements and CBBE dimensions were further analyzed for similarities between genders. As well, each hypermarket results are presented. This study concludes with the marketing implications, study limitations and future research opportunities.

Number of Pages in PDF File: 18

Keywords: Customer-Based Brand Equity, Marketing Mix, Market Share

JEL Classification: M31

Accepted Paper Series


Download This Paper

Date posted: February 27, 2010  

Suggested Citation

Chen, Hui-Chu and Green, Robert D., Marketing Mix and Branding: Competitive Hypermarket Strategies (2009). International Journal of Management and Marketing Research, Vol. 2, No. 1, pp. 17-34, 2009. Available at SSRN: http://ssrn.com/abstract=1555216

Contact Information

Hui-Chu Chen (Contact Author)
TransWorld Institute of Technology ( email )
1221, Jen-Nang Rd.
Chia-Tong Li
Douliou, Yunlin
Taiwan
Robert D. Green
Lynn University ( email )
Boca Raton, FL
United States
Feedback to SSRN


Paper statistics
Abstract Views: 3,462
Downloads: 1,006
Download Rank: 11,057
Citations:  1

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo8 in 0.344 seconds