Título:	What is next for consumer-based brand equity in digital brands? : research itineraries and new challenges
Autor(es):	Enes, Yuri de Souza Odaguiri Demo, Gisela Porto, Rafael Barreiros Zulato, Thaiyan Sun
ORCID:	https://orcid.org/0000-0003-1864-0471 https://orcid.org/0000-0003-2210-7098
Afiliação do autor:	University of Brasilia, Graduate Program in Business Administration University of Brasilia, Graduate Program in Business Administration University of Brasilia, Graduate Program in Business Administration University of Brasilia, Business Administration Department
Assunto:	Branding (Marketing) Marca de produtos Consumidores Revisão sistemática
Data de publicação:	26-Jun-2024
Editora:	MDPI
Referência:	ENES, Yuri de Souza Odaguiri et al. What is next for consumer-based brand equity in digital brands?: research itineraries and new challenges. Sustainability, [S. l.], v. 16, n. 13, 5412.DOI: https://doi.org/10.3390/su16135412. Disponível em: https://www.mdpi.com/2071-1050/16/13/5412. Acesso em: 29 set. 2024.
Abstract:	Considering the expanding e-commerce in the social media landscape and the increasing importance of brand management in the online sphere, our primary goal was to comprehensively review existing research on consumer-based brand equity in digital brands. The current post-pandemic environment has seen a significant surge in digital presence, particularly on social networks and e-commerce platforms. Although the available literature provides an overview of brand equity in general, digital brands have taken center stage in consumer interactions on social media, becoming highly commercialized in virtual environments and, recently, gaining significant value in financial markets. However, there is still a lot to uncover regarding the research trajectory for these brands. Using the PRISMA protocol, a corpus of 258 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was performed using SciMat, VosViewer, and Biblio-metrix software. According to the results, we found that consumer-based brand equity in digital brands is strongly linked to online consumer behavior variables, particularly engagement, electronic word-of-mouth, communication effects (such as social media advertising), impacts on various metrics, and applications in specific contexts. Overall, our research shows that the brand equity of digital brands is studied similarly to non-digital brands. Still, their virtual origin and their exposure on social media have increased consumer appreciation for them. The main studies and trending topics were discussed, providing a foundation for a research agenda regarding new challenges and approaches of consumer-based brand equity in the digital market.
Unidade Acadêmica:	Faculdade de Economia, Administração, Contabilidade e Gestão de Políticas Públicas (FACE) Departamento de Administração (FACE ADM)
Programa de pós-graduação:	Programa de Pós-Graduação em Administração
Licença:	Copyright: © 2024 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https:// creativecommons.org/licenses/by/ 4.0/).
DOI:	https://doi.org/10.3390/su16135412
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