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International Journal of Creative and Open Research in Engineering and Management

A Peer-Reviewed, Open-Access International Journal Supporting Multidisciplinary Research, Digital Publishing Standards, DOI Registration, and Academic Indexing.
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ISSN: 3108-1754 (Online)
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ISO Certification: 9001:2015
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License: CC BY 4.0
Peer Review: Double Blind
Volume 02, Issue 05

Published on: May 2026

THE MEDIATING ROLE OF CUSTOMER TRUST IN THE RELATIONSHIP BETWEEN BRAND IMAGE AND BRAND LOYALTY TOWARDS ELECTRIC VEHICLE BRANDS

Andrea Varghese

Dr.A Shanthi

Department of Commerce, KPR College of Arts Science and Research,Coimbatore
DOI:https://doi.org/10.55041/ijcope.v2i5.762

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Abstract

The rapid growth of the electric vehicle (EV) industry has intensified competition among automobile brands, making customer loyalty a critical determinant of long-term business success. In this context, brand image plays a significant role in shaping consumer perceptions and influencing purchasing behaviour. However, the extent to which customer trust mediates the relationship between brand image and brand loyalty in the EV sector remains underexplored. The present study aims to examine the mediating role of customer trust between brand image and EV brand loyalty among electric vehicle consumers.

The study adopts a quantitative research approach using structured questionnaires administered to EV users and prospective buyers.. The study investigates how dimensions of brand image, including innovation, environmental responsibility, reliability, and technological advancement, contribute to customer trust and subsequently enhance brand loyalty.The study contributes to the existing literature on consumer behaviour and green marketing by providing insights into the psychological mechanisms influencing loyalty in the electric vehicle market.

Keywords:Brand Loyalty, Electric vehicle, Brand image

How to Cite this Paper

Varghese, A. (2026). The Mediating Role of Customer Trust in the Relationship Between Brand Image and Brand Loyalty Towards Electric Vehicle Brands. International Journal of Creative and Open Research in Engineering and Management, <i>02</i>(05). https://doi.org/10.55041/ijcope.v2i5.762

Varghese, Andrea. "The Mediating Role of Customer Trust in the Relationship Between Brand Image and Brand Loyalty Towards Electric Vehicle Brands." International Journal of Creative and Open Research in Engineering and Management, vol. 02, no. 05, 2026, pp. . doi:https://doi.org/10.55041/ijcope.v2i5.762.

Varghese, Andrea. "The Mediating Role of Customer Trust in the Relationship Between Brand Image and Brand Loyalty Towards Electric Vehicle Brands." International Journal of Creative and Open Research in Engineering and Management 02, no. 05 (2026). https://doi.org/https://doi.org/10.55041/ijcope.v2i5.762.

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  • •Peer Review Type: Double-Blind Peer Review
  • •Published on: May 26 2026
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