Digital Brand Identity as a Strategic Resource: The Moderating Effect of Consumer Belief on Sales Outcomes

Abstract

The main goal of the study is to analyse the main factors that influence brand identities and sale policies in the digital age and find out whether Consumer Belief in Brand (CBB) impacts the relation between the strategies and consumer purchase decisions (CPD). The digital brand identification and effective sales strategy have become the key to business success because the online environment alters the ways of customer interaction with companies. There has been little consideration of the effect of consumer perception, beliefs and trust on effectiveness of these tactics in actual purchase behaviour. This article applies Covariance-Based Structural Equation Modelling (CB-SEM) to test a theoretical framework that is founded on the Resource-Based View (RBV) and Social Identity Theory. Data were collected on the basis of a structured survey among 195 companies and brands that operate in the digital markets. The findings have shown that brand belief has a significant influence on the effect of sales strategics and brand identity to customers in their purchase decision-making. This study contributes to the growing literature on digital brand management by focusing on strategic importance of customer belief as the moderating factor. The findings can be informative to marketers and brand managers interested in enhancing brand-consumer relations and prompting more conversions under the conditions of cutthroat digital landscapes.

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