Digital Brand Equity in the Digital Age

Research
Marketing, Sales and Communication

64 vues

Tools and metrics for brand equity are proving inadequate in the rapidly evolving digital era.

The study proposes a novel approach to Digital Brand Equity metrics.

These metrics should not be based solely on social media and current digital indicators.

New metrics should incorporate the share of search, digital brand awareness, and digital brand sentiment constructs.

The study develops a Digital Brand Equity research agenda and underscores the critical research and policy questions

Liens et ressources

Mots clés

AI, brand equity, digital, measurement, Social Media

Auteur.e(s)

DAVCIK Nebojsa
Associate Professor of Marketing
EM Normandie

Institution(s)

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Digital Brand Equity in the Digital Age

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