Resumo

Organizations are increasingly concerned with creating lasting and profitable relationships with their strategic customers (Payne, 2012). In the digital scenario, the brand value construct has gained relevance as a key asset for longevity, representing the union of several tangible and intangible factors and can be analyzed from several perspectives, such as corporate, which has an economic focus, and the customers', involving emotional and perceptual factors (Porto, 2018; Shariq, 2018), called consumer-based brand value or customer-based brand equity (CBBE).

Considering the expansion of e-commerce and the strategic role of brand management in this context, the need arises to understand how scientific research on online brands' consumer-based brand-equity is developing. However, no literature reviews were found on this topic focusing on digital brands, constituting a gap in the literature, so our main objective was to carry out, via a systematic literature review with no time cut, the mapping of research itineraries related to consumer-based brand equity, unveiling new challenges that guide the proposition of an agenda for further studies.

Consumer-based brand equity has been understood as the value of the brand from the consumer's perspective. The presented construct has been studied in various contexts and scenarios, such as the organizational environment and mainly, the consumer perspective (Porto, 2018). The current scenario, known as post-pandemic, has been characterized by a rapid growth in the digital sphere, especially with regard to social networks and e-commerce. Given this context, the literature has focused on studying brand value in the digital context.

Using the protocol of Templier and Paré (2015), a corpus of 208 articles was obtained from the Web of Science and Scopus databases, with Journal Impact Factor and CiteScore impact factors. The bibliometric analysis for mapping the production was done using SciMat, VosViewer and Bibliometrix software.

Based on the results collected, it was possible to identify new challenges and elaborate a research agenda for future studies on the theme of consumer-based brand equity of digital brands. The results also signal that consumer-based value of digital brands showed strong connection with other variables of relationship marketing and consumer experience.

This research aimed to answer the question “what comes next in the consumer-based value of digital brands”, based on a gap identified in the literature, to map the past and present itineraries of research. Using a systematic literature review, the main studies and trending topics were discussed, providing a foundation for a research agenda for future studies regarding the new challenges on the digital market and the consumer-based brand equity.

Payne, A. (2012). Handbook of CRM: achieving excellence in customer relationship management. Burlington, MA: Elsevier. Porto, R. B. (2018). Consumer-based brand equity of products and services: Assessing a measurement model with competing brands. Brazilian Journal of Marketing, 17(2). Shariq, M. (2018). Brand equity dimensions-a literature review. International Research Journal of Management and Commerce, 5(3), 312. Templier, M., & Paré, G. (2015). A Framework for Guiding and Evaluating Literature Reviews. Communications of the Association for Information Systems, 37.