Unveiling the Impact How Digital Marketing Shapes Brand Equity of Enterprises in Sustainable Food and Drink Sector

Authors: Tsekouropoulos G, Theocharis D*, Tsiakis T, Avdimiotis S, Tsekouropoulou V and Arabatzis G

DOI: 10.23880/jenr-16000378

Volume 8, Issue 2

Abstract

It is widely acknowledged that brands hold significant value as intangible assets for companies due to their considerable economic worth. Managing, measuring, and nurturing brand value are recognized as pivotal strategic challenges, impacting decisions across marketing strategies and providing a competitive edge. The emergence of digital marketing has profoundly shaped consumer behaviour, offering companies opportunities to gain advantage over competitors. Similarly, social media has transformed consumer-business communication, facilitating interactive dialogue. Furthermore, brand equity is esteemed by both practitioners and scholars as pivotal for brand success, offering various advantages to companies. This paper aims to delve into consumer perspectives on the factors influencing brand equity, particularly examining the impact of digital and social media marketing. To achieve this, primary research was conducted via a questionnaire among 402 consumers, revealing a positive correlation between perceived digital marketing expenditure and brand awareness, as well as perceived social media marketing expenditure and product quality perception.

Keywords: Branding; Brand Equity; Business Management; Digital Marketing; Consumer Behavior

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