A model to measure brand's strength and brand equity from customer’s point of view, and it includes six building blocks (brand Salience, Image, performance, feeling, judgment, and brand resonance) arranged in four stages (brand identity, brand image, brand response, and brand resonance).
Published in Chapter:
Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers
Pawan Kumar (Lovely Professional University, India) and Gursimranjit Singh (Department of Marketing, Mittal School of Business, Lovely Professional University, Phagwara, India)
Copyright: © 2020
|Pages: 20
DOI: 10.4018/978-1-7998-0131-3.ch016
Abstract
This chapter provides a theoretical analysis on the role of digital marketing, social media, and digital marketing tools and techniques (DMTT) in developing customer-based brand equity (CBBE). The chapter discuses different types of digital marketing tools and techniques. The review has found that the consumer's behavioural engagement with brands via social media has a positive effect on customer-based brand equity. Digital media has a positive effect on buyer's intentions because it creates a strong connection between customers and business. Web 2.0-based technologies let users create and collaborate and exchange information and values. This has further led to consumers participating in the process of production of goods and services, as co-creators. Customer engagement, co-creating, and sharing of information via online platforms enhances customer relationship and brand equity.