The Factors Influencing Consumer Attitudes Towards Brand Extension: A Case Study of Engine Oil Lubricants

Abstract

In today's world, brand extension is more important than ever as companies are constantly seeking to expand their customer base, increase revenue, and remain competitive in an ever-changing business landscape especially during this post COVID-19 pandemic. The study of consumer attitudes toward brand extension has been greatly discussed by researchers previously. However, in this particular research, researchers attempted to narrow down and scrutinize the scope of consumer attitudes study towards the brand extensions of engine oil and determine the antecedents which formed the consumer attitudes. The attitude-toward-object model established by Martin Fishbein in 1967 was adopted in this study. Variables examined in this research are brand loyalty, and consumer involvement. Survey methods were employed by distributing 165 sets of self-administered questionnaires to prospective respondents and convenience sampling was operated. The findings of the study provide evidence on the elements significantly shaped the consumer attitudes towards brand extensions with regards in selecting engine oil for cars. The findings of this study can be exploited to further enhance the brand extension approaches conducted by the related industries to ensure the effectiveness of the strategy. It is recommended that in future study, to take into consideration the other variables that not tested in this study.