Title
Self-brand personality differences and attitudes towards electric cars Self-brand personality differences and attitudes towards electric cars
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Subject
Economics
Chemistry
Biology
Source (journal)
Sustainability
Volume/pages
7(2015) :9 , p. 12322-12339
ISSN
2071-1050
ISI
000362553400049
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
In two representative Belgian samples, by means of an online survey, we investigate the effect of self-brand personality differences on car brand evaluation, the evaluation of an eco-friendly branded electric car extension and the evaluation of car brands after electric extension. We show that self-brand personality differences influence the attitude towards car brands. The relative importance of personality dimensions that drive extension judgment and parent brand attitudes after electric extension is different from that of brand evaluation without extension. More particularly, perceptions of a brand being more responsible than ones self is a much more important driver of brand evaluation after electric extension than without extension. Car personality characteristics, such as activity and sophistication, drive brand evaluations before, as well as after electric extension. These effects are moderated by brand ownership in that the relative importance of brand personality dimensions is different for brand owners than for consumers who do not own a specific brand. Car manufacturers can fine-tune their marketing approach when launching eco-friendly extensions, taking into account that, in this context, partly different self-brand personality fit considerations are used by consumers than for car brands without electric extension.
Full text (open access)
https://repository.uantwerpen.be/docman/irua/865f74/44ba9266.pdf
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