Pregledni rad

https://doi.org/10.17818/EMIP/2022/1.13

BRAND EQUITY IN A DIGITAL AGE: SYSTEMATIC LITERATURE REVIEW

Branka Dropulić orcid.org/0000-0003-4276-225X ; Sveučilište u Zagrebu, Ekonomski fakultet
Zoran Krupka ; Sveučilište u Zagrebu, Ekonomski fakultet
Goran Vlašić orcid.org/0000-0001-5690-930X ; Sveučilište u Zagrebu, Ekonomski fakultet

Sažetak

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.

Ključne riječi

brand equity; digital age; customer-based brand equity; digital marketing; literature review

Hrčak ID:

278696

URI

https://hrcak.srce.hr/278696

Datum izdavanja:

6.6.2022.

Podaci na drugim jezicima: hrvatski

Posjeta: 2.997 *