Research on the Impact of High-End Ev Sales Business Model on Brand Competitiveness

Zhen Li, Fengbo Liang and Minjiao Cheng
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Zhen Li: School of Public Policy & Management, Tsinghua University, Beijing 100084, China
Fengbo Liang: Department of Physical Education, Beijing Jiaotong University, Beijing 100044, China
Minjiao Cheng: School of Economics and Management, Beijing Jiaotong University, Beijing 100044, China

Sustainability, 2021, vol. 13, issue 24, 1-20

Abstract: Electric vehicles have many advantages compared with traditional fuel vehicles, whereas the immaturity of technologies and high manufacturing cost make it difficult for EV brands to be promoted in traditional business models. Thus, auto-mobile companies started to establish high-end sales business model to promote the brand. This paper studies the influential mechanism of high-end EV sales business model on brand competitiveness and the mediation effect between high-end EV sales business model and brand competitiveness. A total of 624 consumers’ survey data were collected and the structural equation model (SEM) was analyzed to test the hypotheses by using a scale made up of indicators referring to high-end EV sales business model, brand competitiveness and customer perceived value. This paper contributes to the sustainable innovation literature by exploring the psychological perception of customer perceived value in strengthening brand competitiveness. The results show that both the value proposition and value creation of high-end EV sales business model have significant positive impacts on brand competitiveness. Moreover, customer perceived value fully mediates the relationships between the value proposition of high-end EV sales business model and brand competitiveness and between the value creation and brand competitiveness. Customer perceived value cannot mediate the relationship between the value capture of high-end EV sales business model and brand competitiveness. Our insights contribute to the business model research area from a customer-centric perspective.

Keywords: electric vehicles; high-end EV sales business model; brand competitiveness; customer perceived value; structural equation model; sustainable development (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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