Can I read Future of Brand Equity in Digital Markets on EtoBox?

Future of Brand Equity in Digital Markets by Lorraine Tonika Chedraui Aguirre is a document available to read on EtoBox.

What is Future of Brand Equity in Digital Markets about?

This document reviews existing research on consumer-based brand equity in digital brands, emphasizing the growing significance of brand management in e-commerce and social media. The study employs a systematic literature review and bibliometric analysis of 258 articles to identify research trends and challenges in understanding brand equity in the digital context. The findings suggest that while digital brands are studied similarly to non-digital brands, their unique online presence enhances consumer apprec

Author

Lorraine Tonika Chedraui Aguirre

Language

EN