The Role of Brand Awareness, Brand Trust, and Corporate Empathy in Consumer Purchase Intention: A Study of the New Energy Vehicle Industry

Background and Aim: The rapid transformation of the automotive industry, driven by technological advancements and sustainability concerns, has positioned the new energy vehicle (NEV) sector as a crucial area for academic and market research. Understanding consumer purchase intentions in this emerging market is essential for manufacturers and policymakers. This study investigates the relationships between brand awareness, brand trust, and corporate empathy in influencing consumers' willingness to purchase NEVs. Materials and Methods: Empirical data were gathered using structured questionnaires administered to NEV consumers through both online and offline channels, facilitating the inclusion of diverse consumer perspectives. The study employs quantitative analysis techniques, including structural equation modeling (SEM), to rigorously test hypotheses and assess the relative influence of brand-related factors on consumer purchase intentions. Results: Findings indicate that brand trust has the most significant direct impact on purchase intention, while brand awareness plays a crucial role in shaping initial consumer perceptions. Corporate empathy enhances these relationships by fostering emotional bonds between consumers and brands. Conclusion: These insights provide valuable theoretical contributions to consumer behavior research and practical implications for NEV companies to refine their marketing strategies. The study suggests that fostering trust, transparency, and empathy is essential for improving consumer loyalty and market adoption of NEVs. Future research should incorporate cross-cultural comparisons and external market factors, such as government policies and infrastructure development, to further understand the complexities of NEV consumer decision-making.