Innovative Strategies in International Marketing of Home Appliances: The Role of Digital Branding and Artificial Intelligence

The rapid globalization of the home appliances industry has intensified competition, requiring firms to adopt innovative international marketing strategies for sustainable growth. This study investigates the role of digital branding and artificial intelligence (AI) in shaping innovative marketing practices across international markets. Grounded in the dynamic capabilities theory and the resource-based view (RBV), a conceptual-empirical framework is developed to explain how AI-driven digital branding enhances global market penetration, customer engagement, and brand equity. The study employs a quantitative, cross-national comparative design. Data collection is proposed through a structured survey distributed among marketing managers and executives of multinational home appliance firms operating in Asia, Europe, and North America. A stratified random sampling method will be adopted to ensure representation of both developed and emerging markets. The data will be analyzed using structural equation modeling (SEM) with AMOS/SmartPLS to validate the hypothesized relationships. Expected findings suggest that AI-enabled personalization, predictive analytics, and automated brand communication significantly strengthen digital branding effectiveness in global contexts. Cross-market differences are anticipated, with emerging economies displaying greater sensitivity to digital engagement, whereas developed markets emphasize authenticity, trust, and sustainable branding practices. The research contributes to international marketing literature by integrating digital branding and AI within a comparative empirical framework, offering strategic insights for managers aiming to leverage advanced technologies for global brand positioning. Limitations and future research directions, including longitudinal and big-data approaches, are discussed.

کلیدواژه ها:

International marketing ، digital branding ، artificial intelligence ، home appliances industry ، cross-national comparison ، brand equity ، innovative strategies ، structural equation modeling