How does brand equity influence the intent of e-bike users? Evidence from Chennai city

Abstract

E-bikes, a rapidly developing hybrid technology, threaten the notion of leisurely, non-motorized riding. This empirical study aims to determine the connection between brand equity, brand value, and electric bike purchase intention in Chennai. The descriptive research strategy was employed to collect the data from 151 respondents via questionnaire using judgment sampling, and hypotheses were tested using multiple regression. The consequences showed that the coefficient for brand loyalty was 0.643, and a one-unit increase in brand loyalty resulted in a 0.643% increase in purchase intent. The study’s results help managers better understand how to create a post-brand equity marketing strategy for long-term success in the market. An improved understanding of brand equity’s effects would help the auto industry gain consumer loyalty and enable long-term partnerships