The impact of new energy vehicle sharing value, emotional advertising appeal, emotional discourse, and self-determination on consumer loyalty

Purpose—In 2023, new energy vehicles became a trend in mainland China. In this study, we mainly investigated the views and feelings of mainland Chinese consumers on new energy vehicle advertising. This study aims to analyze how consumers recognize brand loyalty when purchasing new energy vehicles in mainland China (Zhejiang Province). Design/methodology/approach—In our questionnaire, consumers N=315, we explored four hypotheses: shared value is positively correlated with self-determination, emotional advertising appeal is positively correlated with self-determination, emotional discourse is positively correlated with self-determination, and self-determination is positively correlated with consumer loyalty. Findings – Moreover, our innovative findings address that (1) emotional advertising for new energy vehicles can increase consumer loyalty and (2) the power of shared value in the community can increase consumer loyalty. Research limitations/implications—Our research's motivation is to understand new energy vehicle consumers who can identify with certain brands and further enhance their brand loyalty. Because the research is limited by workforce and material resources, we suggest that future researchers be more thoughtful in their design. Originality/value—Our research is valuable because it investigates the ultimate brand loyalty of new energy vehicle consumers.