 Digital brand equity: The concept, antecedents, measurement, and future developmentStephen L. France, Nebojsa S. Davcik and Brett J. Kazandjian Journal of Business Research, 2025, vol. 192, issue C 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: Brand equity; Digital; Measurement; Social media; AI (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:192:y:2025:i:c:s0148296325000967 DOI: 10.1016/j.jbusres.2025.115273 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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