FAN NATIONALISM: A Study on Consumers' Willingness to Buy NEVs in China's NEV Sales Process

With the rapid development of the economy, NEVs have changed through the publicity of marketing techniques for protecting the environment in recent years, as more people are willing to buy NEVs nowadays. Therefore, the brand marketing strategy has become an important way for NEV enterprises to win greater market competitiveness. How does China's NEVs stand out in the global competition of NEVs, the brand mainly pays special attention to the role of fan nationalism. The NEV industry uses patriotism and fan nationalism to stimulate consumers' desire to buy and promote the sales of NEV brands in China. At the same time, consumers also pay more attention to the appearance and performance of the car, and consumers' conditions, such as education, age, and gender, will also vary. This paper will analyze whether the impact of fan nationalism on the purchase of domestic brand NEVs or the differences in consumers' conditions will lead to different consumer viewpoints.