Re-evaluation of the Brand Equity Scale in the Digital Age and Digital Brand Equity

Abstract

Purpose – Many concepts need to be re-evaluated as we move from the era of Web 1.0, the first version of the Internet, to the semantic internet era and digital economy, which is today called Web 3.0. Brand equity, dimensions and scale of brand equity are concepts whose content is still a matter of debate in doctrine. Brands are making intense efforts to increase brand equity from the consumer perspective by focusing on digital technologies. As digital technologies penetrate all areas of life, the validity of brand equity and scale, like many other concepts, needs to be reviewed. The aim of the study is to determine whether the consumer-based brand equity scale is still valid in the digital world and to discuss the concept of digital brand equity. Design/methodology/approach – The hypothesis of the research was determined as; “Brand awareness, brand associations, perceived quality and brand loyalty, which constitute the dimensions of the consumer-based brand equity scale, can be used in the digital world.” Bu kapsamda havayolu firmalarının sunduğu dijital hizmetler tüketiciler tarafından değerlendirilmiştir. The data collected from the participants through an online survey and by convenience sampling method were analyzed using SPSS and AMOS programs through structural equation model. Ethics committee permission for the study was received at the meeting of the AHBV University Ethics Commission dated 12.06.2024 and numbered 06. Findings – It has been determined through the structural equation model that the consumer-based brand equity scale, which is based on Aaker's brand equity dimensions, remains valid in the digital age. The hypothesis determined in the research was accepted. In this context, it is evaluated that the dimensions of brand awareness, brand associations, perceived quality and brand loyalty can be used for the digital products of brands and these dimensions will play a decisive role in the concept of digital brand equity. Discussion – The findings show that consumer-based brand equity and scale, which has become the subject of extensive research in the doctrine, can also be used in the concept of digital brand equity. Digital brand equity should be interpreted as a value added to the brand's digital product in the mind of the consumer or customer, consisting of digital brand loyalty, digital brand associations, digital perceived quality, and digital awareness dimensions.