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Self-Brand Personality Differences and Attitudes towards Electric Cars

Department of Marketing, Faculty of Applied Economics, University of Antwerp, Prinsstraat 13, Antwerp 2000, Belgium
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Academic Editor: Marc A. Rosen
Sustainability 2015, 7(9), 12322-12339; https://doi.org/10.3390/su70912322
Received: 23 June 2015 / Revised: 24 August 2015 / Accepted: 3 September 2015 / Published: 9 September 2015
(This article belongs to the Section Economic, Business and Management Aspects of Sustainability)
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 one’s 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. View Full-Text
Keywords: self-brand personality differences; electric cars; line extension evaluation; parent brand feedback effects self-brand personality differences; electric cars; line extension evaluation; parent brand feedback effects
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Moons, I.; De Pelsmacker, P. Self-Brand Personality Differences and Attitudes towards Electric Cars. Sustainability 2015, 7, 12322-12339.

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