Customer-Based Brand Equity In Digital Age: A Conseptual Approach
Fahmi Dharmawan

Universitas Pendidikan Indonesia

Abstract

While much research has been done to understand how to create a company brand that can generate profits for the company, there is little research about how brand equity is made and measured in the digital age of the Internet. This study aims to broaden the conceptual framework of existing consumer-based brand equity by combining several constructs from a cognitive perspective as well as a conceptual perspective on brand equity and implementing them on online-based companies in the digital age today. The method used in this research is descriptive method, with data collection used is by using conceptual review which later reference theory obtained will serve as the basic foundation in getting the research result. The results suggest that in consumer-based brand equity in the digital age there needs to be modification of models from the traditional brand equity model by adding online elements such as making website improvements and more emphasis on consumer confidence. The implication of this research is that there should be a greater concern about how the company creates its brand equity in online based companies, so that the brand will remain the main capital of the company that can create a great value for the company.

Keywords: brand, brand equity, consumer-based brand equity, e-commerce, digital era.

Topic: Marketing Management