Title: Framework for brand positioning of automotive lubricants by using structural equation modelling

Authors: Gautam Srivastava

Addresses: GL Bajaj Institute of Management and Research, Greater Noida, India

Abstract: The automotive lubricant market is at the booming phase in India. The demand for automobile products is increasing very promptly, which have a significant impact on the demand for automotive lubricant. Due to the huge demand for automotive lubricants, the competition between auto lubricant producers also intensified which has resulted in a perfectly competitive market of auto lubricants. The lubricant companies are focusing on brand positioning of automotive lubricants to influence the end consumers and are also targeting the rural market to increase the market share. This research paper is mainly focused on identifying the important factors of the brand positioning of automotive lubricants. First, an extensive literature review has been done to identify the important variables of brand positioning. Factor analysis has been applied to reduce the number of factors up to five factors. Further, the reliability of the factors has been checked. The model fit indices of the measurement model and structural model have been calculated and found satisfactorily. Finally, a framework for the brand positioning of automotive lubricants has been developed by using structural equation modelling.

Keywords: brand positioning; automotive lubricants; structural equation modelling; framework; measurement model.

DOI: 10.1504/IJMP.2023.127681

International Journal of Management Practice, 2023 Vol.16 No.1, pp.89 - 103

Received: 13 May 2020
Accepted: 11 Jun 2021
Published online: 14 Dec 2022 *