Role of Digital Branding in Global Retail Expansion

  • Authors

    • Dr. Venkatesh Iyer Professor, SRM Institute of Science and Technology, India. Author
    • Dr. Nandhini Ravi Assistant Professor, VIT University, India. Author

    DOI:

    https://doi.org/10.67228/3071642X/IJCFDE-2018PII3M9P

    Published 07-02-2018

  • Digital Branding, Global Retail Expansion, International Marketing, Omnichannel Strategy, Brand Equity, Digital Transformation

    Issue

    Vol. 1 No. 2 (2018)

    Section

    Articles

    How to Cite

    Iyer, V., & Ravi, N. (2018). Role of Digital Branding in Global Retail Expansion. International Journal of Commerce, Finance and Digital Economy, 1(2), 01-14. https://doi.org/10.67228/3071642X/IJCFDE-2018PII3M9P

  • Abstract

    The retail market has been reaching the globalization stage at an exceedingly fast pace in the post-digital world due to the development of digital technologies, cross-border e-commerce, and platform-centric consumption. Digital branding has become a key strategic process that allows retailing companies to go beyond geographical, cultural, and institutional borders. Digital branding is located in contrast to a conventional branding that had to use physical presence and mass media, functioning more by using data and focusing on the personalization of its products as well as multichannel interaction and real-time communication at the global points of consumer response. The given paper analyses the functions of digital branding in making global retail expansion easier, as a combination of the views on marketing strategy, digital transformation, and international business research. The concept of digital branding in the study is the multidimensional construct that includes the digitization of brand identity, platform-mediated interaction, algorithmic communication, and mechanisms of building trust. The paper examines the use of the global retailers in capitalizing on digital branding in achieving market entry efficiency, cultural flexibility, and scalably consumer engagement by taking a mixed-method research design. Quantitative modeling assesses the correlation between the digital brand strength and the performance in the international market whereas in the qualitative case analysis it shows the strategic patterns of different regions. The results indicate that effective digital branding causes a substantial decrease in psychic distance which creates brand legitimacy in foreign countries and increases customer lifetime values. Besides, digitally mature brands are better resilient to market volatility and institutional complexity. The study makes a theoretical contribution to the field of the international branding theory by extending it to the realm of the digital world and practicality through the provision of a strategic system of retailers who want to globalize their businesses. The findings highlight the importance of digital branding as more than a communicative means, but as an infrastructural potential that is critical to long-term worldwide expansion in the retail sector.

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