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

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

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).

Keywords

Marketing Product Line 

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Copyright information

© Springer Fachmedien Wiesbaden 2015

Authors and Affiliations

  1. 1.Product developmentUniversity of AntwerpAntwerpenBelgium
  2. 2.University of AntwerpAntwerpBelgium

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