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Archives Volume-9, Issue-2 (July-December)

TABLE OF CONTENTS

Paper Title:
CONSUMER BEHAVIOR IN THE DIGITAL AND NEURO MARKETING ERA: A THEORETICAL INTEGRATION
Author Name:
Bhanu Pratap Sharma, Govind
Country:
India
Page No.:
1-12
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CONSUMER BEHAVIOR IN THE DIGITAL AND NEURO MARKETING ERA: A THEORETICAL INTEGRATION
Author: Bhanu Pratap Sharma, Govind

This study explores consumer behavior in the digital and neuromarketing era by integrating insights from digital marketing analytics and neuroscience. The research aims to understand how digital engagement, personalization, and subconscious cognitive processes collectively influence consumer decision-making. A quantitative research design was adopted, using primary data collected through a structured questionnaire targeting active digital consumers. The findings reveal that digital platforms significantly enhance consumer interaction and engagement, while personalized marketing strategies positively impact purchase intention and customer satisfaction. Furthermore, neuromarketing factors such as emotional response,
attention, and memory play a crucial role in shaping consumer preferences and behavior. The study also highlights a growing trend in the influence of digital and neuromarketing practices over time, reflecting the increasing adoption of advanced technologies such as artificial intelligence and big data analytics. However, ethical concerns related to data privacy and consumer manipulation remain critical challenges. Overall, the study provides a comprehensive understanding of consumer behavior by bridging the gap between observable digital actions and underlying psychological processes, offering valuable implications for
both researchers and practitioners.

Paper Title:
BRAND EQUITY IN PLATFORM-BASED MARKETS: A CONCEPTUAL RECONFIGURATION
Author Name:
Bhawana Pareek , Jayant Jangir
Country:
India
Page No.:
13-24
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BRAND EQUITY IN PLATFORM-BASED MARKETS: A CONCEPTUAL RECONFIGURATION
Author: Bhawana Pareek , Jayant Jangir

This study examines the transformation of brand equity in platform-based markets and
proposes a conceptual reconfiguration to better capture its dynamic and ecosystem-driven nature. Traditional models of brand equity, which are largely firm-centric and linear, are increasingly inadequate in explaining value creation in digital platforms characterized by multi-sided interactions, network effects, and user participation. By integrating insights from existing literature and analyzing secondary data from 2011 to 2021, the study identifies key determinants of brand equity in platform contexts, including user base expansion, trust, engagement, and governance mechanisms. The findings reveal that brand equity is co-created through continuous interactions among users, platform providers, and technological systems, rather than being solely controlled by firms. The study further highlights the critical role of trust, data ethics, and platform governance in sustaining brand value. The proposed framework offers a holistic understanding of brand equity as a dynamic and evolving construct within digital ecosystems. This research contributes to both theory and practice by
providing a foundation for future empirical studies and guiding platform managers in
developing effective branding strategies.

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