A study on the impact of brand association on consumers' purchase intention : the mediating role of perceived brand value

Abstract

This study focuses on new energy vehicle brands, exploring the impact of brand association on consumers' purchase intention and the mediating role of perceived brand value. In the context of market homogenization, consumers rely on brand information to reduce selection risks, while new energy vehicle companies urgently need to enhance their competitiveness through brand strategies to address theoretical gaps related to brand association in brand equity theory. This paper systematically reviews relevant domestic and international research and constructs a theoretical model with brand association as the independent variable, perceived brand value as the mediator, and purchase intention as the dependent variable. Through a literature review, a questionnaire survey (with 489 responses), and SPSS statistical analysis, empirical results indicate that all dimensions of brand association significantly and positively influence purchase intention, with perceived brand value playing a partial or full mediating role. This study provides theoretical support and practical guidance for enterprises to optimize brand management