Ett kundperspektiv på varumärkens digitala kompetenser – Hur varumärken kan bygga varumärkeskapital och kundlojalitet genom digital kompetens
The primary objective of this study is to explore and define digital competence from a customer perspective and to examine its impact on an organization's customer-based brand equity. This involves understanding how digital competence influences customer perceptions and contributes to the value of a brand in the digital realm.Design/methodology/approach100 qualitative surveys were conducted to gat