Understanding Digital Marketing Strategies: Analyzing Its Impact on Building Brand to Luxury Apparel

Abstract

The first and most important stage of business marketing is to build a brand. In the current digital world, Digital Marketing (DM) is the most significant function in the business that aids in developing a brand with effective customer engagement. In developed countries, numerous prevailing studies have shown the adoption of various marketing strategies. The opportunities of luxury brands associated with the strategic use of DM have received little attention and remain largely unexplored, despite an increase in the DM strategy. Hence, the present work focuses on the impact of DM strategies in brand building related to luxury apparel in the National Capital Region (NCR). By utilizing a convenient sampling technique, the sample has been collected from 351 consumers. The outcome exhibited that DM strategies had a strong impact on building a brand; therefore, it affects the process of enterprises' brand position and promotion. Also, it exposed that the social and Individual Dimension (ID) of digital strategies has a significant relationship with the Consumer Behavior (CB) of luxury brands in NCR.