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Sustainable Branding and Consumer Brand Perceptions in the Automotive Industry

Akulich, Ms Anna (2025) Sustainable Branding and Consumer Brand Perceptions in the Automotive Industry.

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Abstract:Aim This study investigates the influence of sustainability in determining customer brand perceptions in the automobile sector. While previous research has frequently focused on single-brand cases or electric vehicle (EV)-specific markets, this study examines the impact of sustainability on other brand-related factors such as price, perceived quality, design, trust, and innovativeness across multiple car brands with varying manufacturing strategies. Methods A quantitative survey was conducted to assess consumer impressions of four automobile brands: two that only produce electric vehicles, and two that provide electric and internal combustion engine versions. Prior to data collection, a brief pre-test allowed participants to identify the most well-known and environmentally conscious automobile manufacturers. The final poll (N = 163) included Likert-scale items that assessed characteristics such as brand image, loyalty, and major brand assessment qualities. Each brand was evaluated using the same thematic parts, and participants rated brands across these categories. Statistical analyses were carried out to determine the relative impact of each aspect on brand image. Results Exploratory factor analysis confirmed six core dimensions—Sustainability, Design & Innovation, Pricing, Trust & Quality, Brand Image, and Brand Loyalty—across all four brands. In regression models predicting Brand Image, Design & Innovation (β = .33 to .63, p < .001) and Trust & Quality (β = .33 to .55, p < .001) emerged as consistently strong predictors for all brands. Pricing was significant for BYD (β = .41, p < .001) and Mercedes-Benz (β = .20, p < .05), while Sustainability significantly influenced only Volvo’s Brand Image (β = .15, p < .05) 3 and Tesla’s to a marginal degree (β = .15, p < .10). For Brand Loyalty, Design & Innovation again showed robust effects (β = .30 to .57, p < .001) alongside Trust & Quality (β = .22 to .48, p < .001); Sustainability only significantly boosted loyalty for Volvo (β = .33, p < .001). Overall, Mercedes-Benz led in mean brand evaluations, followed by Volvo, Tesla, and BYD. Conlcusion Sustainability’s role in shaping consumer brand evaluations is secondary to core attributes of design excellence, product quality and /trustworthiness, and – depending on the brand – price. Only Volvo’s identity as an environmentally focused manufacturer translated “green” efforts into a stronger image and loyalty, while in other marques, sustainability had negligible or inconsistent effects. Thus, although environmental performance remains a differentiator for certain brands, automakers must prioritise innovative design and build consumer trust to drive brand strength across both EV-only and mixed-power portfolios.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:70 social sciences in general
Programme:Communication Science BSc (56615)
Link to this item:https://purl.utwente.nl/essays/107091
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