THE CONSUMERS PERCEPTION OF THE BRAND IN DIGITAL ENVIRONMENT
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Today’s consumer is more connected than ever, with more access to and deeper engagement with content and brands, thanks to the proliferation of digital devices and platforms. Content that was once only available to consumers via specific methods of delivery (such as via print, radio and broadcast television) can now be sourced and delivered to consumers through their multiple connected devices. This is driving the media revolution and blurring traditional media definitions. Consumers continue to take an advantage of the convenience of anytime, anywhere browsing and shopping via their smartphones and tablets, there is a huge opportunity for retailers and brands to capture the full pathto-purchase.
Authors and Affiliations
Tomáš Ružička
Keywords
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