What Is Next for Consumer-Based Brand Equity in Digital Brands? Research Itineraries and New Challenges
, Rafael Barreiros Porto 1 and Thaiyan Sun Zulato 2Round 1
Reviewer 1 Report
Comments and Suggestions for AuthorsDear Authors,
Thank you for the interesting contribution.
I have several general and specific remarks with this regards.
General remarks
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1. The presentation of more details with regard to more detailed tentative assumptions that were put upon the application of software tools: SciMAT, VoS, and bibliomtrix (e.g. specific parameters) is welcome to ensure the recreation and testing of the velidity of the results obtained by the authors. Maybe the inculsion of a dedicated Appendix will help with this regard?
2. It would be also nice if the authors presented more details about software version and utilized parameters as well as particular individual experiences with regard to the application of software tools.
3. Figures 3 and 4 could be bigger to improve their readability.
4. It seems that several bibliographic entries, and the most recent entries in particular, lack DOI number specification.
Specific remarks
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Line 29
Therefore, the customer assumes a central point in strategic plans in order to obtain such advantages
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IMHO this sentence part isn't understandable!
Line 36
and the customers', involving emotional and perceptual factors
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Did you mean 'customers' perspective', here?
Line 53
implication, e-commerce managers and its aspects may use
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IMHO this part of sentence isn't understandable.
Line 93-94
Customer-Based Brand Equity (CBBE)
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Watch out the unnecessary repetition of CBBE acronym definition!
Line 188
[48] zas well as
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A mispelled word 'as'!
Line 209
customers buying intention
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"customers' buying intension" ?
Line 386
brand perception mays directly impact
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Word 'mays' is mispelled!
Comments on the Quality of English LanguageSee: the comments and suggestions for authors for the details.
Author Response
Dear Reviewer,
We appreciate your comments regarding our study. We have considered your suggestions to improve our article and its contributions further. All the remarks and their respective adaptations are provided in sequence.
- The presentation of more details with regard to more detailed tentative assumptions that were put upon the application of software tools: SciMAT, VoS, and bibliomtrix (e.g. specific parameters) is welcome to ensure the recreation and testing of the velidity of the results obtained by the authors. Maybe the inculsion of a dedicated Appendix will help with this regard?
- It would be also nice if the authors presented more details about software version and utilized parameters as well as particular individual experiences with regard to the application of software tools.
Answer: Based on the indicated general remarks, we have added new clarifications in the method section regarding the procedures adopted in each software and their respective versions. These approaches were taken to achieve clearer results, thus enhancing their replicability and validation. Through this sharing of experiential insights during the development of the article, we hope to encourage the use of analysis tools and techniques in literature review articles across various fields of knowledge.
- Figures 3 and 4 could be bigger to improve their readability.
Answer: We have adjusted the size of all figures in the article to make them clearer and more legible.
- It seems that several bibliographic entries, and the most recent entries in particular, lack DOI number specification.
Answer: We also reviewed all bibliographic references, adding DOI numbers where they were missing.
Finally, we improved the writing in the identified sections of the specific remarks. We conducted a general review throughout the entire article to better adapt the text to English and ensure the highest quality of the study's writing.
We hope to have satisfactorily addressed the outlined suggestions. Should you have any questions, we are at your disposal.
Sincerely,
The Authors
Author Response File: 
Author Response.pdf
Reviewer 2 Report
Comments and Suggestions for AuthorsReview of the Article: "What’s Next on Consumer-Based Brand Equity of Digital Brands? Research Itineraries and New Challenges"
The article "What’s Next on Consumer-Based Brand Equity of Digital Brands? Research Itineraries and New Challenges" offers an extensive analysis of the literature on consumer-based brand equity (CBBE) within the context of digital brands. The authors conducted a systematic literature review using the PRISMA protocol and various bibliometric tools to map research in this area and identify emerging challenges and future research directions.
The article highlights the rapid development of the digital sphere in the post-pandemic period, particularly concerning social media and e-commerce. The authors underscore the strong connection between the values of digital brands and other variables in relationship marketing and consumer experience. They identify new challenges, including the study of luxury brands, consumers' online experiences, and the value of public brands within an ethical and sustainability context.
The article provides valuable insights into CBBE research in a digital context, identifying key research areas and emerging challenges. By employing advanced bibliometric tools, the authors effectively map existing research and propose an agenda for future studies. The findings have significant theoretical and practical implications, aiding managers in the management of brands in an increasingly digital environment. However, the article has several shortcomings:
- Inclusion of the Entire Year 2023: The research should include data for the entire year 2023 since it is now 2024. Please complete the data for the entire year 2023.
- Update Chart 2: For Chart 2, please update the chart to include data from the entire year 2023. This is now possible as we are in 2024.
- Typographical Correction: On line 244, please insert a period (full stop).
- Details on Article Selection Criteria: The methodology is well described, but the criteria for article selection need to be more detailed. Please provide specific criteria used for including or excluding articles.
- Deeper Interpretation of Results: While the bibliometric analysis is thorough, a deeper interpretation of the results is necessary. Conduct a more detailed analysis and interpretation of the results, explaining their significance in the context of existing literature.
- Highlight Unique Findings: Focus more on new and unique findings that add value to the ongoing discussion on CBBE in the digital realm.
- Expand Practical Implications: The practical implications are currently too general. Expand this section by providing specific examples and recommendations for digital brand managers. This could include case studies or real-world applications of the research findings.
- Specific Directions for Future Research: The article lacks specific suggestions for future research. Identify and articulate precise directions for future studies based on the identified gaps and new challenges.
Conclusion
The article makes a significant contribution to understanding consumer-based brand equity in the digital age, offering a comprehensive review of the literature and identifying critical areas for future research. By addressing the outlined shortcomings, the article can provide even more valuable insights and practical guidance for scholars and practitioners alike. The incorporation of recent data and a more in-depth analysis will enhance the robustness of the findings, while specific recommendations and research directions will drive the field forward.
Author Response
Dear Reviewer,
We appreciate the detailed evaluation of our article and the proposed contributions. Based on your suggestions, we have sought to improve our article to enhance our discussions and the distinctiveness of our work. All the remarks and their respective adaptations are provided in sequence.
1. Inclusion of the Entire Year 2023: The research should include data for the entire year 2023 since it is now 2024. Please complete the data for the entire year 2023.
2. Update Chart 2: For Chart 2, please update the chart to include data from the entire year 2023. This is now possible as we are in 2024.
3. Typographical Correction: On line 244, please insert a period (full stop).
Answer: To represent brand equity in the digital environment as updated as possible, we included data for the entire year of 2023 and up to the current month of 2024. All analyses were redone and adapted to comprehend the new period, with 50 new articles added after the respective quality filters. We also updated all figures and tables to better visualize the new results alongside those previously found.
4. Details on Article Selection Criteria: The methodology is well described, but the criteria for article selection need to be more detailed. Please provide specific criteria used for including or excluding articles.
Answer: Regarding the article's method, we added more details about the inclusion and exclusion criteria used to filter and select articles. Furthermore, to promote the replicability of the study and its results, we included the version of the software used and the respective analysis techniques.
5. Deeper Interpretation of Results: While the bibliometric analysis is thorough, a deeper interpretation of the results is necessary. Conduct a more detailed analysis and interpretation of the results, explaining their significance in the context of existing literature.
6. Highlight Unique Findings: Focus more on new and unique findings that add value to the ongoing discussion on CBBE in the digital realm.
8. Specific Directions for Future Research: The article lacks specific suggestions for future research. Identify and articulate precise directions for future studies based on the identified gaps and new challenges.
Answer: Based on the new results, we also included a more in-depth interpretation during the discussion of the articles. The evolution of the scientific field was discussed, along with its main trends and propositions for new approaches and paths to be followed in future research. To better illustrate these contributions, we added a research agenda in table format, highlighting the main topics and insights recommended for research based on the interpretation of the results and an in-depth analysis of the state of the art.
7. Expand Practical Implications: The practical implications are currently too general. Expand this section by providing specific examples and recommendations for digital brand managers. This could include case studies or real-world applications of the research findings.
Answer: Additionally, we included a section with more detailed practical implications and contributions for marketing practitioners and other stakeholders interested in brand equity in the digital context. Considering the identified trends and literature gaps, contributions to ESG strategies were also stipulated to reflect recent discussions on this topic better.
Finally, the article was reviewed to highlight its distinctiveness and relevance to the literature and managerial practice. Furthermore, the entire article's writing was revisited to ensure better adaptation to the English language, clarity, and fluidity of the presented arguments.
We hope to have satisfactorily addressed the outlined suggestions. Should you have any questions, we are at your disposal.
Sincerely,
The Authors
Author Response File: Author Response.pdf
