What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges
সংরক্ষণ করুন:
| প্রধান লেখক: | |
|---|---|
| প্রকাশনার তারিখ: | 2024 |
| অন্যান্য লেখক: | , , |
| বিন্যাস: | Article |
| ভাষা: | eng |
| সম্পদ: | Repositório Institucional da UnB |
| Download full: | http://repositorio.unb.br/handle/10482/50479 https://doi.org/10.3390/su16135412 https://orcid.org/0000-0003-1864-0471 https://orcid.org/0000-0003-2210-7098 |
সংক্ষিপ্ত: | 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. |
| _version_ | 1871442272163201024 |
|---|---|
| author | Enes, Yuri de Souza Odaguiri |
| author2 | Demo, Gisela Porto, Rafael Barreiros Zulato, Thaiyan Sun |
| author2_role | author author author |
| author_browse | Demo, Gisela Enes, Yuri de Souza Odaguiri Porto, Rafael Barreiros Zulato, Thaiyan Sun |
| author_facet | Enes, Yuri de Souza Odaguiri Demo, Gisela Porto, Rafael Barreiros Zulato, Thaiyan Sun |
| author_role | author |
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| collection | Repositório Institucional da UnB |
| dc.contributor.affiliation.pt_BR.fl_str_mv | University of Brasilia, Graduate Program in Business Administration University of Brasilia, Graduate Program in Business Administration University of Brasilia, Graduate Program in Business Administration University of Brasilia, Business Administration Department |
| dc.contributor.author.fl_str_mv | Enes, Yuri de Souza Odaguiri Demo, Gisela Porto, Rafael Barreiros Zulato, Thaiyan Sun |
| dc.date.accessioned.fl_str_mv | 2024-09-30T19:31:14Z |
| dc.date.available.fl_str_mv | 2024-09-30T19:31:14Z |
| dc.date.issued.fl_str_mv | 2024-06-26 |
| dc.identifier.citation.fl_str_mv | ENES, Yuri de Souza Odaguiri et al. What is next for consumer-based brand equity in digital brands?: research itineraries and new challenges. Sustainability, [S. l.], v. 16, n. 13, 5412.DOI: https://doi.org/10.3390/su16135412. Disponível em: https://www.mdpi.com/2071-1050/16/13/5412. Acesso em: 29 set. 2024. |
| dc.identifier.doi.pt_BR.fl_str_mv | https://doi.org/10.3390/su16135412 |
| dc.identifier.orcid.pt_BR.fl_str_mv | https://orcid.org/0000-0003-1864-0471 https://orcid.org/0000-0003-2210-7098 |
| dc.identifier.uri.fl_str_mv | http://repositorio.unb.br/handle/10482/50479 |
| dc.language.iso.fl_str_mv | eng |
| dc.publisher.none.fl_str_mv | MDPI |
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| dc.subject.keyword.pt_BR.fl_str_mv | Branding (Marketing) Marca de produtos Consumidores Revisão sistemática |
| dc.title.pt_BR.fl_str_mv | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges |
| dc.type.driver.fl_str_mv | info:eu-repo/semantics/article |
| dc.type.status.fl_str_mv | info:eu-repo/semantics/publishedVersion |
| description | 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. |
| eu_rights_str_mv | openAccess |
| format | article |
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| identifier_str_mv | ENES, Yuri de Souza Odaguiri et al. What is next for consumer-based brand equity in digital brands?: research itineraries and new challenges. Sustainability, [S. l.], v. 16, n. 13, 5412.DOI: https://doi.org/10.3390/su16135412. Disponível em: https://www.mdpi.com/2071-1050/16/13/5412. Acesso em: 29 set. 2024. |
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| spelling | Enes, Yuri de Souza OdaguiriDemo, GiselaPorto, Rafael BarreirosZulato, Thaiyan SunUniversity of Brasilia, Graduate Program in Business AdministrationUniversity of Brasilia, Graduate Program in Business AdministrationUniversity of Brasilia, Graduate Program in Business AdministrationUniversity of Brasilia, Business Administration Department2024-09-30T19:31:14Z2024-09-30T19:31:14Z2024-06-26ENES, Yuri de Souza Odaguiri et al. What is next for consumer-based brand equity in digital brands?: research itineraries and new challenges. Sustainability, [S. l.], v. 16, n. 13, 5412.DOI: https://doi.org/10.3390/su16135412. Disponível em: https://www.mdpi.com/2071-1050/16/13/5412. Acesso em: 29 set. 2024.http://repositorio.unb.br/handle/10482/50479https://doi.org/10.3390/su16135412https://orcid.org/0000-0003-1864-0471https://orcid.org/0000-0003-2210-7098engMDPICopyright: © 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/).info:eu-repo/semantics/openAccessWhat is next for consumer-based brand equity in digital brands? : research itineraries and new challengesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleBranding (Marketing)Marca de produtosConsumidoresRevisão sistemáticaConsidering 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.Faculdade de Economia, Administração, Contabilidade e Gestão de Políticas Públicas (FACE)Departamento de Administração (FACE ADM)Programa de Pós-Graduação em Administraçãoreponame:Repositório Institucional da UnBinstname:Universidade de Brasília (UnB)instacron:UNBLICENSElicense.txtlicense.txttext/plain102http://repositorio.unb.br/bitstream/10482/50479/2/license.txtaed4704d04bb260d4decd80db311aaa5MD52open accessORIGINALARTIGO_WhatNextConsumer-Based.pdfARTIGO_WhatNextConsumer-Based.pdfapplication/pdf2508993http://repositorio.unb.br/bitstream/10482/50479/1/ARTIGO_WhatNextConsumer-Based.pdf7a37b14480d05e270d39ab44595de36fMD51open access10482/504792024-09-30 16:31:15.037open accessoai:repositorio.unb.br:10482/50479U3VibWlzc8OjbyBlZmV0aXZhZGEgZGUgYWNvcmRvIGNvbSBsaWNlbsOnYSBjb25jZWRpZGEgcGVsbyBhdXRvciBlL291IGRldGVudG9yIGRvcyBkaXJlaXRvcyBhdXRvcmFpcy4KRepositório InstitucionalPUBhttps://repositorio.unb.br/oai/requestrepositorio@unb.bropendoar:2024-09-30T19:31:15Repositório Institucional da UnB - Universidade de Brasília (UnB) |
| spellingShingle | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges Enes, Yuri de Souza Odaguiri Branding (Marketing) Marca de produtos Consumidores Revisão sistemática |
| status_str | publishedVersion |
| title | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges |
| title_full | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges |
| title_fullStr | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges |
| title_full_unstemmed | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges |
| title_short | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges |
| title_sort | What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges |
| topic | Branding (Marketing) Marca de produtos Consumidores Revisão sistemática |
| url | http://repositorio.unb.br/handle/10482/50479 https://doi.org/10.3390/su16135412 https://orcid.org/0000-0003-1864-0471 https://orcid.org/0000-0003-2210-7098 |