Digital Brand Equity in the Digital Age

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