DIGITAL BRANDING AND ITS FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR

Abstract

Brands have always been the symbolic bearer of quality and differentiation for any products or services. Brands carry a very important position not in its names, signs and symbols but also are bearers of meaning, emotions, history and culture. Through this capacity of brands they are easily followed by people as they create personal identities and social relationships. Advancement in the technology has brought a major change in branding. The availability of products and services digitally has made it important for the companies to establish their brand digitally also. This concept of digital branding does not reduce the power of brands instead elevates it to a much higher level. It varies from digital marketing in the fact that it aims to create connection between the customer and the product. Digital Branding helps to provide support in acquiring customers, maintaining and retaining them and also build a good reputation among various digital venues in the market. It plays a major role in the brand building and consumer buying behavior. Consumer buying behavior is an important factor in marketing and it is very much necessary that the company is able to retain the customer and generate repurchase intention. In the present digital world where everything is purchased and even sold digitally consumers can be retained if companies are able to digitally brand their products or services. This paper aims at studying about what digital branding is, what are the effective ways of digital branding and which are the antecedents of digital branding affecting consumer buying behavior.