THE EFFECT OF ADVERTISING, BRAND EQUITY, AND MARKETING MIX AFFECTING CONSUMERS’ PURCHASE INTENTION FOR ELECTRIC VEHICLES IN CHINA

Abstract

This study examined the effect of advertising, brand equity, and marketing mix affecting consumers’ purchase intention for electric vehicles in China. The target population consisted of individuals in China, who had intention to purchase electric vehicles. A sample of 400 respondents was selected from China’s diverse and densely populated consumer market via purposive sampling method. Data were analyzed using frequency, mean, percentage, standard deviation, and multiple linear regression. The results indicated that, at a significance level of 0.05, three hypothesized factors—advertising, brand equity, and marketing mix —significantly influenced consumers’ purchase intention for electric vehicles in China.