IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i13p5412-d1422320.html
   My bibliography  Save this article

What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges

Author

Listed:
  • Yuri de Souza Odaguiri Enes

    (Graduate Program in Business Administration, University of Brasilia, Brasília 70910-900, Brazil)

  • Gisela Demo

    (Graduate Program in Business Administration, University of Brasilia, Brasília 70910-900, Brazil)

  • Rafael Barreiros Porto

    (Graduate Program in Business Administration, University of Brasilia, Brasília 70910-900, Brazil)

  • Thaiyan Sun Zulato

    (Business Administration Department, University of Brasilia, Brasília 70910-900, Brazil)

Abstract

Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a significant surge in digital presence, particularly on social networks and e-commerce platforms. Although the available literature provides an overview of brand equity in general, digital brands have taken center stage in consumer interactions on social media, becoming highly commercialized in virtual environments and, recently, gaining significant value in financial markets. However, there is still a lot to uncover regarding the research trajectory for these brands. Using the PRISMA protocol, a corpus of 258 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was performed using SciMat, VosViewer, and Biblio-metrix software. According to the results, we found that consumer-based brand equity in digital brands is strongly linked to online consumer behavior variables, particularly engagement, electronic word-of-mouth, communication effects (such as social media advertising), impacts on various metrics, and applications in specific contexts. Overall, our research shows that the brand equity of digital brands is studied similarly to non-digital brands. Still, their virtual origin and their exposure on social media have increased consumer appreciation for them. The main studies and trending topics were discussed, providing a foundation for a research agenda regarding new challenges and approaches of consumer-based brand equity in the digital market.

Suggested Citation

  • Yuri de Souza Odaguiri Enes & Gisela Demo & Rafael Barreiros Porto & Thaiyan Sun Zulato, 2024. "What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges," Sustainability, MDPI, vol. 16(13), pages 1-19, June.
  • Handle: RePEc:gam:jsusta:v:16:y:2024:i:13:p:5412-:d:1422320
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/13/5412/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/16/13/5412/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Won-Moo Hur & Hanna Kim & Jeong Woo, 2014. "How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation," Journal of Business Ethics, Springer, vol. 125(1), pages 75-86, November.
    2. Philippe Mongeon & Adèle Paul-Hus, 2016. "The journal coverage of Web of Science and Scopus: a comparative analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 106(1), pages 213-228, January.
    3. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    4. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    5. Nees Jan Eck & Ludo Waltman, 2010. "Software survey: VOSviewer, a computer program for bibliometric mapping," Scientometrics, Springer;Akadémiai Kiadó, vol. 84(2), pages 523-538, August.
    6. Xi, Nannan & Hamari, Juho, 2020. "Does gamification affect brand engagement and equity? A study in online brand communities," Journal of Business Research, Elsevier, vol. 109(C), pages 449-460.
    7. Netemeyer, Richard G. & Krishnan, Balaji & Pullig, Chris & Wang, Guangping & Yagci, Mehmet & Dean, Dwane & Ricks, Joe & Wirth, Ferdinand, 2004. "Developing and validating measures of facets of customer-based brand equity," Journal of Business Research, Elsevier, vol. 57(2), pages 209-224, February.
    8. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    9. Seo, Eun-Ju & Park, Jin-Woo, 2018. "A study on the effects of social media marketing activities on brand equity and customer response in the airline industry," Journal of Air Transport Management, Elsevier, vol. 66(C), pages 36-41.
    10. Hyo Jung (Julie) Chang & Tun-Min (Catherine) Jai, 2015. "Is fast fashion sustainable? The effect of positioning strategies on consumers’ attitudes and purchase intentions," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 11(4), pages 853-867, October.
    11. Valentín Gallart-Camahort & Luis Callarisa Fiol & Javier Sánchez García, 2023. "Influence of the Internet on Retailer’s Perceived Quality in the Generation of Retailer’s Brand Equity," Vision, , vol. 27(1), pages 33-47, February.
    12. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Londoño, Juan Carlos & Elms, Jonathan & Davies, Keri, 2016. "Conceptualising and measuring consumer-based brand–retailer–channel equity," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 70-81.
    2. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    3. Jesús J. Cambra-Fierro & María Fuentes-Blasco & Rocío Huerta-Álvarez & Ana Olavarría, 2021. "Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 467-491, September.
    4. Kejun Lin & Wenbin Du & Shixin Yang & Chang Liu & Sanggyun Na, 2023. "The Effects of Social Media Communication and e-WOM on Brand Equity: The Moderating Roles of Product Involvement," Sustainability, MDPI, vol. 15(8), pages 1-19, April.
    5. Hyun, Hyowon & Park, JungKun & Hong, Eunpyo, 2024. "Enhancing brand equity through multidimensional brand authenticity in the fashion retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    6. Kumar, Ajay & Paul, Justin, 2018. "Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence," International Business Review, Elsevier, vol. 27(5), pages 969-981.
    7. Asli D. A. Tasci, 2020. "Exploring the analytics for linking consumer-based brand equity (CBBE) and financial-based brand equity (FBBE) of destination or place brands," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 16(1), pages 36-59, March.
    8. Sally Baalbaki & Francisco Guzmán, 2016. "A consumer-perceived consumer-based brand equity scale," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 229-251, May.
    9. Anselmsson, Johan & Burt, Steve & Tunca, Burak, 2017. "An integrated retailer image and brand equity framework: Re-examining, extending, and restructuring retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 194-203.
    10. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Ignacio Rodríguez-Rodríguez & José-Víctor Rodríguez & Niloofar Shirvanizadeh & Andrés Ortiz & Domingo-Javier Pardo-Quiles, 2021. "Applications of Artificial Intelligence, Machine Learning, Big Data and the Internet of Things to the COVID-19 Pandemic: A Scientometric Review Using Text Mining," IJERPH, MDPI, vol. 18(16), pages 1-29, August.
    12. Jin Su & Mo Wang & Mohd Adib Mohammad Razi & Norlida Mohd Dom & Noralfishah Sulaiman & Lai-Wai Tan, 2023. "A Bibliometric Review of Nature-Based Solutions on Urban Stormwater Management," Sustainability, MDPI, vol. 15(9), pages 1-23, April.
    13. Wang, Luming & Finn, Adam, 2014. "A psychometric theory that measures up to marketing reality: An adapted Many Faceted IRT model," Australasian marketing journal, Elsevier, vol. 22(2), pages 93-102.
    14. Boisvert, Jean & Christodoulides, George & Sajid Khan, M., 2023. "Toward a better understanding of key determinants and consequences of masstige consumption," Journal of Business Research, Elsevier, vol. 161(C).
    15. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    16. Ana Batlles-delaFuente & Luis Jesús Belmonte-Ureña & José Antonio Plaza-Úbeda & Emilio Abad-Segura, 2021. "Sustainable Business Model in the Product-Service System: Analysis of Global Research and Associated EU Legislation," IJERPH, MDPI, vol. 18(19), pages 1-33, September.
    17. Kapoor, Ankur & Sahay, Arvind & Singh, Nandini C. & Chandrasekhar Pammi, V.S. & Banerjee, Prantosh, 2023. "The neural correlates and the underlying processes of weak brand choices," Journal of Business Research, Elsevier, vol. 154(C).
    18. Coderre, François & Sirieix, Lucie & Valette-Florence, Pierre, 2022. "The facets of consumer-based food label equity: Measurement, structure and managerial relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    19. Hsiu-Hua Chang, 2017. "Consumer Socially Sustainable Consumption: The Perspective toward Corporate Social Responsibility, Perceived Value, and Brand Loyalty," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 167-191, August.
    20. Mª Eugenia López‐Pérez & Iguácel Melero & F Javier Sese, 2017. "Management for Sustainable Development and Its Impact on Firm Value in the SME Context: Does Size Matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 26(7), pages 985-999, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:16:y:2024:i:13:p:5412-:d:1422320. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.