BRAND EQUITY IN A DIGITAL AGE: SYSTEMATIC LITERATURE REVIEW

Branka Dropulic (), Zoran Krupka () and Goran Vlasic ()
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Branka Dropulic: University of Zagreb, Faculty of Economics & Business
Zoran Krupka: University of Zagreb, Faculty of Economics & Business
Goran Vlasic: University of Zagreb, Faculty of Economics & Business

Economic Thought and Practice, 2022, vol. 31, issue 1, 277-302

Abstract: Keller’s seminal paper on “Conceptualizing, Measuring and Managing Customer-Based Brand Equity†published in 1993 in the Journal of Marketing represents a starting point for researching the brand equity construct. However, in the last 10 years, with tremendous development of (communication) technology and, lately, with COVID-19 pandemic, things have changed and most brands moved their businesses to the on-line environment. Because of that, the concept of brand equity should be reconsidered. This paper reviews literature on brand equity in digital era by spotting gaps and finding fruitful areas for future research. To that end, bibliometric analysis followed by a narrative review of articles published in the Web of Science database is conducted. The paper will contribute to the brand management literature by offering streams for new research.

Keywords: brand equity; digital age; customer-based brand equity; digital marketing; literature review (search for similar items in EconPapers)
JEL-codes: L86 M31 M37 (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (1)

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DOI: 10.17818/EMIP/2022/1.13

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