RELATIONSHIP BETWEEN BRAND LOYALTY AND PURCHASING BEHAVIOUR OF ELECTRIC LUXURY CARS

Abstract

This study explores the relationship between brand loyalty and the purchasing behaviour of consumers in the electric luxury automobile segment. With the rapid growth of electric vehicles (EVs) and rising competition among luxury brands, understanding how brand loyalty influences purchase decisions is crucial for manufacturers and marketers. Using quantitative analysis, the research investigates whether brand loyalty significantly affects consumer preferences and buying choices for luxury electric cars. Findings reveal a positive correlation between brand loyalty and purchase intention, influenced by factors such as perceived quality, environmental concern, and social status.