Impacts Of Brand Digitalization On Brand Performance

With the continuous development of digital technologies such as the Internet,big data,and artificial intelligence,brand digital transformation has become an important way for companies to gain competitive advantage in the digital age.How to build and develop brands with the help of digital technology has become a problem that enterprises must think deeply about.At present,although many brands have begun to undergo digital transformation,marketing scholars are still in their infancy,and there is still a lack of research on the relationship between brand digitalization and brand performance.This paper focuses on the impact and mechanism of brand digitalization on brand performance from the perspective of consumers.Since the existing literature has not yet defined brand digitalization,in order to clarify the connotation of brand digitalization,this paper first sorts out the related concepts of digitalization.Through literature review,this paper summarizes the connotation of digitalization into three aspects: First,enterprises or organizations convert their data and information from analog signals to digital signals,or convert the physical form of their products or items from atomic form to digital words;Second,the adoption and application of digital technology by enterprises or organizations,such as applying digital technology to existing business activities,business processes,value creation processes,etc.;Third,the use of digital technology by enterprises or organizations for existing business processes,management mode,organizational structure,etc.to adjust or optimize.On this basis,from the perspective of consumers,this paper defines brand digitalization as consumers’ overall perception and feeling of the brand’s adoption and application of digital technology.On the basis of defining the connotation of brand digitalization,this paper constructs a model of the influence mechanism of brand digitalization on brand performance based on signal theory and stereotype content model.The model believes that brand digitalization has a positive impact on brand performance,consumers of brand competence perception,brand warmth perception and brand quality perception are the mediating variables of brand digitalization affecting brand performance,and consumer brand familiarity has an effect on brand digitalization and brand performance.Relationships are moderating.To validate the above conceptual model,this paper uses behavioral experiments and questionnaires to collect data to test research hypotheses.The research results show that: first,brand digitalization can improve brand performance;second,consumers of brand competence perception,brand warmth perception and brand quality perception have a mediating role in the impact of brand digitalization on brand performance;third,brand familiarity has a mediating effect on brand performance.The relationship between brand digitalization and brand performance has a moderating effect;compared with high-familiar brands,brand digitalization has a more obvious effect on the performance of low-familiar brands.This study proposes the concept of brand digitalization on the basis of reviewing and sorting out related literature research on digitalization,broadens the research content of brand management,and has reference significance for brand research in the context of digital transformation.