| Keywords [eng] |
Cross-cultural perception, brand value, brand equity, electric vehicles (EVs), consumer behavior, sustainable mobility, international marketing, Lithuania and Pakistan |
| Abstract [eng] |
SUMMARY VILNIUS UNIVERSITY BUSINESS SCHOOL MASTER’S IN BUSINESS MANAGEMENT SHAHZAD ALI CROSS CULTURAL PERCEPTION OF BRAND VALUE OF ELECTRIC VEHICLES IN LITHUANIA AND PAKISTAN Supervisor – Dr. Oliver Olson Master’s thesis (project) was prepared in Vilnius, in 2025 Scope of Master’s thesis (project) – 66 pages. Number of tables used in the FMTP – 21 pcs. Number of figures used in the FMTP – 01 pcs. Number of bibliography and references – 52 pcs. The FMTP described in brief: The present research work examines the electric vehicle (EV) brand value consumer perception in Lithuania and Pakistan from a cross-cultural standpoint. It also incorporates the cultural theory of perceived brand value dimensions to justify the differences in brand trust and purchasing intention between a developed European market and a developing South Asian market. Problem, objective and tasks of the FMTP: The significance of the research problem lies in the fact that it draws attention to the fact that there are no comparative studies that would reveal the extent of the impact of culture on people's perception of the value of EV brands and trust and purchase intention issues at the consumer level. The study seeks to find out the extent to which functional, emotional, and social brand value influence brand trust and purchase intention in the case of Lithuania and Pakistan with cultural values acting as a moderating factor. The research involves several tasks such as recognizing brand value dimensions, assessing cultural habits, testing mediation and moderation relationships, and giving branding recommendations that would be useful in practice. Research methods used in the FMTP: The study employs a quantitative research design through a structured online questionnaire. The 204 respondents were sampled through convenience and snowball sampling. SPSS was used for statistical analysis, including descriptive statistics, reliability testing, regression, mediation, and moderation analysis. Research and results obtained: The studies give evidence that both functional and emotional brand value have a strong impact on brand trust, whereas social value does not at all. Brand trust has a positive effect on purchase intention, but it does not act as a mediator between dimensions of brand value and purchase intention. The influence of cultural values is very significant as they moderate all the key relationships. Conclusions of the FMTP: The perception of electric vehicles and the building of trust are both influenced by culture. In developing countries, the reliability of the product is the main factor in trust building, whereas in developed countries, the company's commitment to emotional and sustainability-related values is the dominating factor. Information about the publication of FMTP results or adaptation for publication The FMTP outcomes remain unpublished and are potentially suitable for submission to academic journals addressing international marketing, sustainability, or consumer behavior as well. |
