Digital brand equity: The concept, antecedents, measurement, and future development

Stephen France, Nebojsa Davcik () and Brett Kazandjian ()
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Stephen France: Mississippi State University [Mississippi]
Nebojsa Davcik: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Brett Kazandjian: Towson University [Towson, MD, United States] - University System of Maryland

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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 (search for similar items in EconPapers)
Date: 2025-04-01
New Economics Papers: this item is included in nep-ipr and nep-mkt
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Published in Journal of Business Research, 2025, 192, pp.115273. ⟨10.1016/j.jbusres.2025.115273⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05568657

DOI: 10.1016/j.jbusres.2025.115273

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