Impact of Digital Marketing On Brand Equity In thetourism bank

Brand equity is the value that customers and potential customers perceive from a brand.Brand value is measured by the level of customer trust in a brand. A company's brandequity can be calculated by comparing the expected future revenue from a brandedproduct with the expected future revenue from an equivalent non-branded product.Therefore, the variables related to it should be identified, based on this, the impact ofdigital marketing on it has been investigated in this article. This research is one of theapplied research in terms of purpose, which has been carried out using a survey method,the tool of data collection is a questionnaire, and the statistical population includes thecustomers of Tourism Bank. According to the results obtained from this article, digitalmarketing has an impact on all three dimensions of brand equity, and among thedimensions of brand loyalty, perceived value, and brand image, it has the greatest impacton brand image, which is ۰.۵۹. Also, with a small difference, it affects perceived value,which is ۰.۴۱, and finally affects brand loyalty by ۰.۱۵.

کلیدواژه ها:

Digital Marketing ، Brand Equity ، brand loyalty ، perceived value ، brand image