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Measuring the impact of a company’s digital strategy on customer based brand equity

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dc.contributor.author Ward, Cecilia
dc.contributor.author Baena Graciá, Verónica
dc.date.accessioned 2015-04-21T14:01:41Z
dc.date.available 2015-04-21T14:01:41Z
dc.date.issued 2015
dc.identifier.citation Ward, C., & Baena, V. Measuring the Impact of a Company’s Digital Strategy on Customer Based Brand Equity. In 15th International Marketing Trends Conference, 24th-25th January 2015. spa
dc.identifier.isbn 9782953281127 spa
dc.identifier.uri http://hdl.handle.net/11268/3904
dc.description.abstract The paper sets out to conceptualize a new construct, digital Identity; a recently developed key performance indicator used by practitioners and designed to assess a firm’s multichannel marketing strategy in terms of web access, mobile device access and social network presence. The second objective is to empirically validate the construct and its dimensions and to examine its nomological validity by exploring its influence on well established brand equity measures. Using a sample of the top 85 companies on the Spanish stock exchange IBEX, the study explores the relationship between the degree of development of a company’s multichannel marketing strategy and its level of customer based brand equity. spa
dc.language.iso eng spa
dc.subject.other Digital strategy spa
dc.subject.other Multichannel marketing spa
dc.subject.other Accessibility spa
dc.subject.other Brand equity spa
dc.subject.other Sentiment analysis spa
dc.title Measuring the impact of a company’s digital strategy on customer based brand equity spa
dc.type conferenceObject spa
dc.description.impact No data (2015) spa
dc.rights.accessRights openAccess spa
dc.subject.uem Marketing - Gestión spa
dc.subject.unesco Marketing spa
dc.description.filiation UEM spa
dc.peerreviewed Si spa


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