Changing Consumer Perception of Electronic Vehicles Through Branded Technical Components

Christian Linder () and Sven Seidenstricker
Additional contact information
Christian Linder: University of Stuttgart
Sven Seidenstricker: University of Stuttgart

A chapter in Driving the Economy through Innovation and Entrepreneurship, 2013, pp 223-236 from Springer

Abstract: Abstract Ingredient branding is a branding strategy between a manufacturer and a supplier in which the end product of the supplier becomes one of the components of the manufacturer’s offering. The motivation behind ingredient branding revolves around the ingredient or component brand forming an alliance with an end product brand in an effort to generate pull effects through the value chain. In this study, we ask if the brand perception of such an ingredient-branding alliance can help to increase the adoption of e-cars. We found that the acceptance of e-cars can be increased through a strong component brand for critical parts, in particular the battery. Our findings include critical implications for car producers to help them improve the acceptance of their products through creating strategic brand alliances with component suppliers.

Keywords: Partial Little Square; Structural Equation Model; Relative Advantage; Final User; Market Offer (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-81-322-0746-7_19

Ordering information: This item can be ordered from
http://www.springer.com/9788132207467

DOI: 10.1007/978-81-322-0746-7_19

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().