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Capturing Digital Brand Equity With the L247 Luxury Brand Index

Year: 2026

Type: article

Abstract: This paper develops and applies a luxury brand index (l247 LBI) to measure digital brand equity through large-scale analysis of unsolicited online consumer data. Drawing on posts, comments, and engagement across multiple digital platforms, the index integrates sentiment, reach, engagement, and search metrics using data-driven weighted model. This approach provides a real-time, objective assessment of the intangible value that luxury brands hold in the minds of consumers, complementing and extending traditional survey-based or financial brand equity measures. By capturing the dynamics of consumer discourse, social influence, and digital visibility, the index reflects the increasing importance of online interactions in shaping brand reputation and market value. The resulting composite score, normalized between 0 and 1, offers a balanced, scalable, and theoretically grounded framework for evaluating brand performance in a rapidly evolving digital environment, advancing both academic research and managerial practice in branding.

Source: Marketing Management Journal

DOI: 10.63963/001c.159296

Authors: Michalis Michael, Nicos Rossides, Paul Hounnaklangm, Richard Flight

Institutions: Glion Institute of Higher Education, European University Cyprus, Coastal Carolina University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W7140104148

FWCI:

Cites: 26

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