Brand Equity in the Digital Era: A Mixed-Methods Study of Online Consumer Perceptions and Engagement

Description

Brand Equity in the Digital Era: A Mixed-Methods Study of Online Consumer Perceptions and Engagement

Abstract

Brand Equity refers to the value and representation that consumers assign to a brand in the digital age, Primarily due to online interactions and digital platforms.  Websites, social media, and other digital touchpoints builds elements like brand recognition, perception, loyalty and trust. Having a significant impact on how consumers perceive and engage with a brand in the modern online marketplace. In other words, it’s the brand’s worth in the digital realm, where most consumer interactions occur. With an emphasis on how online consumer interaction and perceptions impact a brand’s value, this study examines brand equity in the digital age.

As digital platforms progressively impact brand-consumer interactions, marketers seeking to strengthen their digital presence must comprehend the factors that lead to brand equity in the online space. Using both quantitative surveys and qualitative interviews, this mixed-methods study investigates the components of it. Such as perceived quality, brand awareness, and loyalty, in the context of digital marketing. The survey’s objective is to assess the relationship between consumers’ overall opinions of brands and their interactions with internet content.

In this stage, it is also investigated how digital components, such as personalization and interactive brand experiences. It affects consumer loyalty and brand trust in the electronic marketplace. Moreover the cognitive and emotional elements that impact online brand perceptions in the second phase can be better understood through qualitative interviews with consumers and digital marketing specialists. These interviews look at how customers connect with brands online, how online engagement affects long-term brand loyalty, and how digital communication contributes to it. As the market becomes more online-driven, the findings offer practical strategies for businesses hoping to increase their digital equity

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