Abstract
Different major car manufacturers, such as Nissan (Leaf) and Opel (Ampera) have developed fully electric car alternatives that are already for sale. When an established car brand launches an electric variant, it is extending its product line. A brand is a psychological carrier of meaning (e.g. Aaker, 2004; Esch, 2004; Keller, 2008). Car brands carry a symbolic meaning and brand personality is an important component of this meaning (Midgley, 1983).
Access provided by Autonomous University of Puebla. Download to read the full chapter text
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
References
Aaker, D. A. and K.L. Keller (1990), “Consumer evaluations of brand extensions,” in: Journal of Marketing, 54 (1), 27–41.
Aaker, J.L. (1997), “Dimensions of brand personality,” in: Journal of Marketing Research, 34 (3), 347–356.
Aaker, J.L. (1999), “The Malleable Self: The Role of Self Expression in Persuasion,” in: Journal of Marketing Research, 36 (1), 45–58.
Aaker, J.L.; Benet-Matinez, V.; and J. Garolera (2001), “Consumption of symbols as carriers of culture: a study of Japanese and Spanish brand personality constructs,” in: Journal of Personality and Social Psychology, 81, 492–508.
Aaker, D. (2004), ”Brand Portfolio Strategy,” New York, Free Press.
Azoulay, A. and J.N., Kapferer (2003), “Do brand personality scales really measure brand personali-ty?,” in: Brand management, 11, 143–155.
Bagozzi, R.P.; Gopinath M. and P.U. Nyer (1999), “The role of emotions in marketing,” in: Journal of the Academy of Marketing Science, 27(2), 184–206.
Batra, R.; Lenk, P. and M. Wedel (2010), “Brand extension: brand-category personality fit,” in: Journal of Marketing Research, 47(2), 335–347.
Bhat, S. and S.K. Reddy (2001), “The impact of parent brand attribute associations and affect on brand extension evaluation,” in: Journal of Business Research, 53 (3), 111–122.
Bottomley, P. A. and S.J.S. Holden (2001), “Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies,” in: Journal of Marketing Research, 38 (4), 494–500.
Cauberghe, V. and P. De Pelsmacker (2011), “Adoption intentions toward interactive digital televi-sion among advertising professionals,” in: Journal of Interactive Advertising, 11(2), www.jiad.org.
Czellar, S. (2003), “Consumer attitude toward brand extensions: An integrative model and research propositions,” in: International Journal of Research in Marketing, 20 (1), 97–115.
Dens, N. and P. De Pelsmacker (2010), “Attitudes toward the extension and parent brand in re-sponse to extension advertising,” in: Journal of Business Research, 63 (11), 1237–1244.
de Ruyter, K. and M. Wetzels (2000), âThe role of corporate image and extension similarity in service brand extensions,† in: Journal of Economic Psychology, 21 (6), 639–659.
Diamantopoulos, A.; Smith, G. and I. Grime (2005), “The impact of brand extensions on brand personality: Experimental evidence,” in: European Journal of Marketing, 39 (1/2), 129–149.
Ehrenfeld, J.R. (2008), “Sustainability by design,” New Haven, Yale University Press.
Esch, F.R. (2004), “ Strategie und Technik der Marken Führung,“ München, Vahln.
Fiske, S. T. and M.A. Pavelchak (1986), “Category-based versus piecemeal-based affective respons-es: Developments in schema-triggered affect,” in: Sorrentino R. M. and Higgins E. T. (Eds.), The handbook of motivation and cognition, volume 1: Foundations of social behavior), New York, Guilford, 167–203.
Geuens, M.; Weijters, B. and K. De Wulf (2009), “A New Measure of Brand Personality,” in: International Journal of Research in Marketing, 26 (1), 97–107.
Jeong, S. and K. Jung (2013), “Effects Of Brand Personality Attitude, Perceived Quality On Brand Extension Evaluations And Brand Personality Changes,” http://wbiconpro.com/london%20management/Chi(431).pdf, accessed 20 February 2013.
Keller K.L. (2008 ), “Strategic Brand Management. Building, measuring and managing brand equity,” Upper Saddle, River NJ, Prentice Hall.
Keller, K. L. and S. Sood (2003), “Brand equity dilution,” in: MIT Sloan Management Review, 45 (1), 12–15.
Kim C.K.;Han D. and (2001), “The effect of brand personality and brand personification on brand loyalty.: Applying theory of social identification,” Japanese Psychological Research, 43, 195–206.
Lau, K.C. and I. Phau (2007), “Extending symbolic brands using their personality: Examining antecedents and implications towards brand image fit and brand dilution,” in: Psychology & Marketing, 24 (5), 421–444.
Martínez, E. and L. de Chernatony (2004), “The effect of brand extension strategies upon brand image,” in: Journal of Consumer Marketing, 21 (1), 39–50.
Martínez, E.; Montaner, T. and J.M. Pina (2009), “Brand extension feedback: The role of Advertis-ing,” in: Journal of Business Research, 62 (3), 305–313.
Martínez, E. and J.M. Pina (2003), “The negative impact of brand extension on parent brand Im-age,” in: Journal of Product & Brand Management, 12 (7), 432–446.
Midgley, D. F. (1983), “Patterns of interpersonal information seeking for the purchase of a symbolic product,” in: Journal of Marketing Research, 20 (1), 74–83.
Milberg, S. J. and F. Sinn (2008), “Vulnerability of global brands to negative feedback effects,” in: Journal of Business Research, 61 (6), 684–690.
Moons, I. and P. De Pelsmacker (2012), “Emotions as determinants of electric car usage intention,” Journal of Marketing Management, 28 (3–4), 195–237.
Pandey, A. (2009), “Understanding consumer perception of brand personality,” http://dx.doi.org/10.2139/ssrn.1441824, accessed 20 February 2013.
Park, C. W.; Jaworski, B. J. and D.J. MacInnis (1986), “Strategic brand concept-image manage-ment,” in: Journal of Marketing, 50 (4), 135–145.
Park, J.-W.; Kim, K.-H. and J. Kim (2002), “Acceptance of brand extensions: Interactive influences of product category similarity, typicality of claimed benefits, and brand relationship quality,” in: Advances in Consumer Research, 29 (1), 190–198.
Park, C. W. and S. Young (1986), “Consumer response to television commercials: The impact of involvement and background music on brand attitude formation,” in: Journal of Marketing Re-search, 23 (1), 11–24.
Patro, S. K. and A.K. Jaiswal (2003), “Consumer evaluations of brand extensions: Evidence from India,” in: Journal of the Academy of Business and Economics, 1, 1–13.
Roedder John, D.; Loken, B. and C. Joiner (1998), “The negative impact of extensions: Can flagship products be diluted?,” in: Journal of Marketing, 62 (1), 19–32.
Supphellen, M.; Eismann, Ø. And L.E. Hem (2004), “Can advertisements for brand extensions revitalize flagship products? An experiment,” in: International Journal of Advertising, 23 (2), 173–196.
Swaminathan, V.; Fox, R. J. and S.K. Reddy (2001), “The impact of brand extension introduction on choice,” in: Journal of Marketing, 65 (4), 1–15.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Springer Fachmedien Wiesbaden
About this chapter
Cite this chapter
Moons, I., De Pelsmacker, P. (2015). Electric Car Extensions of Car Brands: Impact on Brand Personality, Extension Evaluation and Parent Brand Feedback. In: Banks, I., De Pelsmacker, P., Okazaki, S. (eds) Advances in Advertising Research (Vol. V). European Advertising Academy, vol 5. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_19
Download citation
DOI: https://doi.org/10.1007/978-3-658-08132-4_19
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-08131-7
Online ISBN: 978-3-658-08132-4
eBook Packages: Business and EconomicsBusiness and Management (R0)