20, April 2025

Evaluating the Influence of Brand Dimensions on the Performance of Electric Two-Wheelers

VOLUME-11; ISSUE-4; APR-2025

Author(s): Ms. Kusuma Sarika 1, Dr. Sunkari Suneetha 2

Authors Affiliations:

1 Student,    2 Professor

1,2Department of Management studies,

Vardhaman College of Engineering, Shamshabad, Hyderabad. Telangana.

DOIs:10.2015/IJIRMF/202504049     |     Paper ID: IJIRMF202504049


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Abstract:   This study aims to evaluate the influence of key brand dimensions on the performance of Electric two-wheelers, focusing on how brand personality, brand competence, brand sincerity, and brand equity affect consumer perceptions and market performance. As the electric vehicle (EV) industry rapidly evolves, understanding the role of brand-related factors becomes crucial for manufacturers to gain a competitive edge. The research employs a mixed-methods approach, combining quantitative surveys with Electric users and qualitative interviews with industry experts. Data analysis reveals that brand dimensions significantly impact consumer purchase decisions, customer satisfaction, and overall brand performance. Notably, brand Equity and sincerity emerged as critical drivers of customer retention and advocacy. The findings offer valuable insights for Electric vehicle marketing strategies, highlighting the importance of strengthening brand perception to enhance market share and performance. However, the study is limited by sample size, geographic constraints, and the rapidly changing EV landscape, suggesting the need for ongoing research in this dynamic sector. Design/Methodology/Approach: The study on "Evaluating the Influence of Brand Dimensions on the Performance of Electric Two-Wheelers" highlights several key findings that underscore the critical role of brand dimensions in driving the company’s market success. This study employs a descriptive and causal research design to examine the relationship among independent factors such as brand personality, brand competence, brand sincerity and brand equity and the dependent variable of performance of electric two wheelers. Quantitative data was employed to provide a thorough grasp of the elements affecting performance of electric vehicles in the market. Findings: The study reveals several key findings that highlight the critical role of brand-related factors in shaping the company’s market performance. The findings reveal that all four brand dimensions Brand Personality, Competence, Sincerity, and Equity play a critical role in shaping outcomes like brand performance, loyalty, or consumer behavior. Among them, Brand Equity and Brand Sincerity have the highest impact, suggesting that emotional connection and perceived value are crucial in consumer decision-making. This aligns with previous literature emphasizing the role of brand trust, emotional appeal, and value proposition in consumer-brand relationships. The relatively high R² values across all variables demonstrate that the model is effective in explaining the outcome, indicating strong theoretical grounding. Originality: The originality of the study on "Evaluating the Influence of Brand Dimensions on the Performance of Electric Two-Wheelers" lies in its comprehensive approach to analyzing the interplay between brand-related factors and business performance within the rapidly growing electric vehicle (EV) sector. Unlike traditional studies that focus solely on product performance or market share, this research uniquely examines how key brand dimensions such as brand personality, brand competence, brand sincerity and brand equity which directly influence consumer behavior, purchasing decisions, and financial outcomes for Electric vehicles. By focusing on EV manufacturers in the world’s most dynamic markets, the research provides novel insights into how emerging brands can build sustainable competitive advantages through strategic brand management. Furthermore, the study’s emphasis on real-time market trends, consumer sentiments, and the competitive landscape of the Indian EV industry adds to its originality, offering fresh perspectives for both academic researchers and industry practitioners seeking to understand the evolving role of brand dimensions in the electric mobility ecosystem.

 

Key Words: Brand personality, Brand competence, Brand sincerity, Brand equity, Brand performance.

Ms. Kusuma Sarika , Dr. Sunkari Suneetha (2025); Evaluating the Influence of Brand Dimensions on the Performance of Electric Two-Wheelers, International Journal for Innovative Research in Multidisciplinary Field, ISSN(O): 2455-0620, Vol-11, Issue-4, Pp.341-347.          Available on –   https://www.ijirmf.com/

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