"This book contains formulas for brand development in a timeframe, when the physicality of marketing is a negative feature, and strategic brand management, desires a well-balanced synergy of physical and digital activities"-- Provided by publisher.

A brand is a set of expectations, impressions, and emotions that shape consumers' personal preferences. When developing a brand in the Phygital environment Of course, it all starts with creating a brand idea. Marketing specialists use a model called the “brand wheel” when developing a brand....

Corporate success in the fast-changing digital world depends on brand equity. Customer interactions, word-of-mouth, and traditional advertising developed brand equity. Artificial intelligence, social media, and e-commerce changed business-customer relationships. This study addresses how digital...

The digital revolution has transformed how brands interact with consumers, creating new opportunities and challenges for brand equity management. In the era of convergence between the physical and digital realms, commonly referred to as the “Phygital Era,” brands must navigate a complex...

In the contemporary digital landscape, influencer marketing combined with advanced data analytics has become essential in fostering brand evangelism and consumer advocacy. This study examines how data-driven influencer marketing strategies influence brand loyalty and advocacy among consumers....