Electrifying Brands: The Role of Social Innovation in E-Vehicle Equity

Abstract

Purpose : This study aims to explore the impact of Corporate Social Innovation (CSI) on brand equity, specifically within the electric vehicle (E-vehicle) industry. As sustainability becomes increasingly central to business strategy, understanding how socially innovative practices influence brand perception and value is crucial.

Design/methodology/approach : A mixed-method approach was employed. Secondary data were gathered from relevant academic literature, while primary data were collected through in-depth expert interviews and an online questionnaire answered by 234 respondents. The data were analyzed using SPSS, applying ordinal logistic regression and Spearman's correlation to examine relationships between CSI dimensions and brand equity components.

Findings : The results confirm a significant positive impact of CSI on brand equity in the E-vehicle sector. Key CSI dimensions—social awareness, performance, and sustainability—were found to contribute to enhanced brand perception, differentiation, and customer engagement.

Originality/value : This research contributes to the limited literature on CSI in emerging markets by applying the concept to the rapidly growing E-vehicle industry in Egypt. It provides practical insights for firms aiming to enhance brand equity through socially innovative practices aligned with sustainable development goals.