The power of online branding: a closer look at Canary's fashion industry

Abstract

The present study seeks to assess the Brand Equity in the network of new fashion designers in the Canary Islands. To this end, we have adapted the Brand Equity model to an online context and proposed a set of metrics for four dimensions: estimate, relevance, awareness, and differen- tiation. The multidimensional approach to online Brand Equity was employed to measure the online Brand Equity of 129 fashion designers from the Canary Islands. The study's findings re- vealed that the number of social media profiles significantly impacts brand awareness and differentiation. Moreover,the digital maturity level influences brand relevance and overall Brand Equity. Our study highlights the practical value of web data- driven metrics for measuring online Brand Equity, which can be utilised for diagnostic, evaluative, or predictive purposes. The study's outcomes have substantial implications for marketers in the fashion industry aimed at improving online Brand Equity.