Published Paper Details:

The digital way is where marketing is headed in the future. To effectively reach their target audiences and establish a brand, marketers aim to use digital platforms. The stewards of a brand in this digital age are not marketers, but those who are interconnected across digital channels. Because consumers have a greater affinity for digital content than other media, brands aim to expand their presence online. Customers are avid information searchers, and the only channel for two-way contact between brands and consumers is digital media. The purpose of the study is to find out the significance of various factors that influence the brand preference and brand awareness of consumers in the digital age. It is also to gain insights on how brands are adapting to new techniques of brand building in the digital age with an aim at finding out different brand building digital strategies that brands are using across the globe and their influence on consumer preference, personality, purchase and loyalty. The study concludes that there is significant relationship between brand personality and purchase intention, gender and brand loyalty and brand visibility on social media and purchase decision.