Paper Details

Name: Bhawana Pareek , Jayant Jangir
Country: India

Year: 2022
Volume: Volume-9, Issue-2 (July-December)
Page Number: 13-24

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.