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Digital Marketing Applications

Edited By Hatice Aydin

To understand digital marketing, it is necessary to understand what its origin is, how it develops, and which applications it is strengthened by. This volume examines the concept of digital marketing, which constitutes a new agenda in discussions on marketing and has new applications and trends. The contributions give an overview about important technologies behind digital marketing and cover deep studies from marketing discipline that evaluate digital marketing, applications, and new trends.

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13 Online Brand-Equity: An Integrated Perspective

Extract

Mutlu Uygun and Ebru Güner

13   Online Brand-Equity: An Integrated Perspective

Introduction

Today, brands which possess a critical importance in terms of business success with the differences they create within the minds of consumers (Jung and Sung, 2008: 24; Pappu et al., 2005: 143) represent strong tools of change and they are regarded as one of the significant business capitals (Kim and Kim, 2005: 549). While brands provide unique personal meanings to consumers that facilitate their day-to-day activities and enrich their lives (Keller, 2013: 35), they also constitute the most significant resource creating value for businesses. There is an interrelationship between brands and consumers. While consumers determine the development and success of brands, brands affect and direct consumer behaviors. In this sense, the concept of “brand equity (BE)”, which has been regarded as of the most important strategical sources of competitive advantage and sustainability in recent years (Kim and Kim, 2005: 549; Vogel et al., 2008: 98; Farhat, 2014: 74), has attract the attention of academic and practical environment and become prominent as a much-discussed issue in the marketing field (Rios and Riquelme, 2008: 719).

In contrast to the arguments that online platforms reduce the importance of branding that were grounded on the problems experienced in the Dot.com industry in the 2000s (Rios and Riquelme, 2010: 214), brands and specifically BE possess the potential to be an extremely important and valuable structure within online contexts. The advancements in technology and low...

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