data-379.xlsx

This dataset accompanies the research study titled "Evaluating Brand Equity’s Role in Electric Vehicle Adoption: A Structural Equation Modeling Framework Incorporating Attitude and Price Perception." The study investigates how customer-based brand equity (CBBE) components, such as brand associations, perceived quality, and brand loyalty, influence consumers’ purchase intentions for electric vehicles (EVs) in China. The research integrates theoretical frameworks of the Theory of Planned Behavior (TPB) and CBBE, providing a unique perspective on the drivers of EV adoption within emerging markets.The dataset includes quantitative responses collected from a survey of potential EV consumers across six major Chinese cities. Variables covered include consumer attitudes toward EVs, brand loyalty, perceived quality, environmental concerns, perceived price, and other demographic information. Statistical analyses, including structural equation modeling (SEM) using SmartPLS, were employed to assess relationships between these variables.This data is valuable for researchers and practitioners interested in understanding the factors influencing consumer adoption of sustainable technologies, particularly in the context of brand equity and environmentally conscious purchasing decisions. The data is in CSV format and includes labeled columns with a detailed codebook describing each variable.<b>Data Content</b>:Survey responses from 379 participants.CBBE variables: brand awareness, brand associations, perceived quality, and brand loyalty.TPB variables: attitudes, perceived behavioral control, and subjective norms.Moderators: perceived price.Demographic variables: age, income, education, and location.