MARKETING MIX AND BRANDING: COMPETITIVE HYPERMARKET STRATEGIES

Article OPEN
Hui-Chu Chen; Robert D. Green;
(2009)
  • Journal: International Journal of Management and Marketing Research,volume 2,issue 1,pages17-34
  • Subject: Customer-based brand equity, marketing mix, market share
    • jel: jel:M31

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, fema... View more
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