BRAND IMAGE AND CONSUMER'S ATTITUDE: AN EVALUATION OF THE BRAND EXTENSION STRATEGY OF AL-HIKMAH UNIVERSITY TABLE WATER

1Lawal, Azeez Tunbosun Ph.D. and 2Yunusa, Al-Imran Jubril

Abstract

Consumers' attitude towards products are believed to be largely influenced by the product brand
image, therefore, organisations seek to explore consumers' positive attitude towards their brands by
adopting the brand extension strategy which affords them the opportunity to leverage on their
established brands. This paper examined the effect of the parent brand image on consumer's brand
extension attitude in the context of Al-Hikmah University's table water. The survey research design
was employed using a population consisting of residence of Apalara Community where the Adeta
Campus of the University is situated. A sample size of 347 students was selected using random
sampling technique. Primary data obtained through copies of structured questionnaires administered
were statistically analysed using regression analysis. The findings of the study revealed that parent
brand image has a positive and significant effect on consumer's brand extension attitude. It concluded
that consumer's attitude towards extended products or services can be influenced significantly by
parent brand image. It also recommended the use of appropriate marketing strategies in developing
and improving positive consumer's attitude towards extended brands by firms.