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Electric Car Extensions of Car Brands: Impact on Brand Personality, Extension Evaluation and Parent Brand Feedback

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Book cover Advances in Advertising Research (Vol. V)

Part of the book series: European Advertising Academy ((EAA,volume 5))

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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).

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Author information

Authors and Affiliations

  1. Product development, University of Antwerp, Keizerstraat 15, 2000, Antwerpen, Belgium

    Ms. Ingrid Moons

  2. University of Antwerp, Prinsstraat 13, 2000, Antwerp, Belgium

    Dr. Patrick De Pelsmacker

Authors
  1. Ms. Ingrid Moons
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  2. Dr. Patrick De Pelsmacker
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Corresponding author

Correspondence to Ingrid Moons .

Editor information

Editors and Affiliations

  1. Marketing and Communication Department, Zagreb School of Economics and Management, Zagreb, Croatia

    Ivana Bušljeta Banks

  2. Marketing Department, University of Antwerp, Antwerp, Belgium

    Patrick De Pelsmacker

  3. Depto. Financiacione Fac. de Ciencias Econ. y Empresariales, Universidad Autónoma de Madrid, Madrid, Spain

    Shintaro Okazaki

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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

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