The effect of digital marketing on brand equity of online businesses customers

In our hyper-competitive digital age, brand equity is more important than ever. Switching brands is easyand customer reviews are incredibly influential. Brand equity represents the value of a brand. Wellestablishedcompanies with positive brand equity can charge more for their products and will have moresuccess with business expansion. Today, brand equity is built not just through marketingand advertising efforts, but through positive customer experiences. To retain customers long-term,businesses must prioritize the consumer, consistently delivering frictionless experiences that caterto customer needs and preferences.The current research examines the effect of digital marketing on brand equity of online businessescustomers. In terms of purpose, this research is applied research that has been carried out using thescaling method. The data collection tool is a questionnaire and the statistical population includes onlinebusinesses customers. Based on the results obtained, digital marketing has a positive effect on all threedimensions of brand equity, brand loyalty, perceived value, and brand image, and has the greatest impacton brand image

کلیدواژه ها:

Digital marketing ، Brand image ، Brand loyalty ، Perceived value ، Brand equity”.