Version 1
: Received: 3 June 2024 / Approved: 4 June 2024 / Online: 4 June 2024 (12:55:14 CEST)
How to cite:
Díaz-Meneses, G.; Amador-Marrero, M.; Vilkaitė-Vaitonė, N. The Power of Online Branding: A Closer Look at Canary’s Fashion Industry. Preprints2024, 2024060174. https://doi.org/10.20944/preprints202406.0174.v1
Díaz-Meneses, G.; Amador-Marrero, M.; Vilkaitė-Vaitonė, N. The Power of Online Branding: A Closer Look at Canary’s Fashion Industry. Preprints 2024, 2024060174. https://doi.org/10.20944/preprints202406.0174.v1
Díaz-Meneses, G.; Amador-Marrero, M.; Vilkaitė-Vaitonė, N. The Power of Online Branding: A Closer Look at Canary’s Fashion Industry. Preprints2024, 2024060174. https://doi.org/10.20944/preprints202406.0174.v1
APA Style
Díaz-Meneses, G., Amador-Marrero, M., & Vilkaitė-Vaitonė, N. (2024). The Power of Online Branding: A Closer Look at Canary’s Fashion Industry. Preprints. https://doi.org/10.20944/preprints202406.0174.v1
Chicago/Turabian Style
Díaz-Meneses, G., Maica Amador-Marrero and Neringa Vilkaitė-Vaitonė. 2024 "The Power of Online Branding: A Closer Look at Canary’s Fashion Industry" Preprints. https://doi.org/10.20944/preprints202406.0174.v1
Abstract
The present study seeks to assess the Brand Equity in the network of new fashion designers in the Canary Islands. To this end, we have adapted the Brand Equity model to an online context and proposed a set of metrics for four dimensions: estimate, relevance, awareness, and differen-tiation. The multidimensional approach to online Brand Equity was employed to measure the online Brand Equity of 129 fashion designers from the Canary Islands. The study's findings re-vealed that the number of social media profiles significantly impacts brand awareness and dif-ferentiation. Moreover, the digital maturity level influences brand relevance and overall Brand Equity . Our study highlights the practical value of web data-driven metrics for measuring online Brand Equity , which can be utilised for diagnostic, evaluative, or predictive purposes. The study's outcomes have substantial implications for marketers in the fashion industry aimed at improving online Brand Equity
Keywords
Brand Equity; Brand Strength; brand stature; fashion design; social media; digital marketing
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.