| By: |
Stephen L France (Mississippi State University [Mississippi]);
Nebojsa Davcik (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School);
Brett J Kazandjian (Towson University [Towson, MD, United States] - University System of Maryland) |
| Abstract: |
Measuring brand equity is of vital importance to marketing practitioners and
scholars. Academics and practitioners have developed a range of tools and
metrics for measuring brand equity, but in the fast-paced and transformational
digital era, it may be that current metrics are not sufficient. The authors
develop a conceptual understanding of the brand equity paradigm using
practitioner and scholarly views. A practitioner-focused analysis is given on
how companies can best understand and measure brand performance in a digital
environment and take actionable insights, using the share of search, digital
brand awareness, and digital brand sentiment constructs. The authors argue
that digital brand equity metrics cannot be based only on social media and
current digital metrics indicators but also must include a human side of the
brand and the technology-consumer nuances. The study proposes a research
agenda and highlights important research and policy questions in developing
digital brand equity. |
| Keywords: |
AI, Social media, Measurement, Digital, Brand equity |
| Date: |
2025–04–01 |
| URL: |
https://d.repec.org/n?u=RePEc:hal:journl:hal-05568657 |