The impact of the digital Customer experience on brand management and customer value creation.
Research Objective
• To evaluate the impacts of the digital customer’s experiences on brand management as well as the value co creations.
Research Significance
This research study is very important for the business growth and development and is unique as it is relating digitalization with the value co creation and brand management and at the same time, it is including the experiences of the customers. This research study will also help the customers to understand the digital marketing system in depth and will let them know about the pros and cons of this system.
Research Questions
1. What is the impact of digital customer experiences on brand management?
2. What is the impact of digital customer experiences on value co creation?
Variables of Interest
Variable Type Variable Name Definition
Independent Variable
Digital Customers’ experiences The experiences of the customers on the digital trading system ( Nambisan, & Baron, 2009)
Dependent Variable
Value co creation Value co creation is the strategy to involve the customers in the creation process and to create the items on demand and feedback of the customers ( Hamidi, & Gharneh, 2017)
Dependent Variable
Brand management The act of supervision of the particular brand of goods for the promotion purposes ( Hamidi, & Gharneh, 2017)
Theoretical Framework

* Illustrate the main variables of this study and how they are related.
1. Digital customers’ experiences
2. Brand management
3. Value co creation
This is the era of digitalization and in the business sector, digitalization has greater impact. The customers are having varied experiences and the feedback of the customers is being used for value co creation and the brand management.
Research Design
What is the target population? The employees of the HR department
What is the sample size? 100
What is the sampling technique? Convenient sampling
Where will the data be collected from? The employees of the HR department of different organizations
What will be the mode of data collection? Online survey and questionnaires
Type of Study Randomized Control Study
Is this research quantitative, qualitative, or mixed? Why? The research is mixed. The Quantitative factor is based on the numeric data and it will justify the customers’ experiences of the digitalization on the value co creation and the brand management while the qualitative feedback via the open-ended questions will add in this research study. A mixed method approach is used in this study for in-depth exploration of the topic of interest.
What efforts will you make to keep the research ethical? The participants of the research study will be asked prior to the data collection via a consent form and the privacy and confidentiality of the participants will be maintained throughout the research process.

Survey Questionnaire
The Impact of the digital Customer experience on brand management and customer value creation
a) Introduction
Digitalization is the need of this era. Digitalization is the process to convert the manual forms of anything into the online system or the modern gadget based systems. Now days, the concept of digitalization is getting famous in the business sector particularly in the marketing and the brand management (ANIŠIĆ, & FORZA, 2014). Majority of the customers now days prefer to use the digital mode of the trading over the usual method due to its convenience and ease and these customers even have the facility to provide the online feedback as well to hap the organizations in creating the valued products (ANIŠIĆ, & FORZA, 2012). This whole system of the digitalization and the brand management is actually based on the experiences of the customers and the process of the value co creation which is a very important process to make the business successful (Lockwood, 2010). This research study will explore and evaluate this whole process and all of these variables in order to foster the business growth and development.

b) Description of use
This is digital era and the people now days prefer comfort and ease even in the business sector and therefore the concept of the digitalization has emerged. The customers are having varied experiences on the digitalization and are proving the feedbacks regarding this system and in order to improve the product quality and brand management. This research study will evaluate this whole process and the results of this study will be used to improve the digitalization, the brand management and the overall system of trading and business.

Section 1: Demographic Information
Gender Male Female

Nationality Emirati Expatriate

Marital Status Single Married

Experience 1 to 5 years 6 to 14 years 15 and above

Education High School Bachelors Masters Doctorate

Age 18 to 24 years 25 to 34 years 35 to 44 years 45 and above

Section 2: Indicate the extent to which you agree or disagree with the following statements.
Digital customer experiences (Nambisan, & Baron, 2009)
1 Enhance the knowledge about the product and its usage. 1 2
3 4 5
2 Obtain solutions to specific product-usage related problems. 1 2 3 4 5
3 Enhance the knowledge about advances in product, related products, and technology. 1 2 3 4 5
4 Enhance the strength of affiliation with the customer community 1 2 3 4 5
5 Enhance the sense of belongingness with this community. 1 2 3 4 5
6 Enhance my status/reputation as product expert in the community. 1 2 3 4 5
7 Reinforce my product-related credibility/authority in the community 1 2 3 4 5
8 Derive satisfaction from influencing product usage by other customers 1 2 3 4 5
9 Derive satisfaction from influencing product design and development. 1 2 3 4 5
10 Spend some enjoyable and relaxing time 1 2 3 4 5
11 Derive fun and pleasure 1 2 3 4 5
12 Entertain and stimulate my mind 1 2 3 4 5
13 Derive enjoyment from problem solving, idea generation, etc. 1 2 3 4 5
Value co creation (Hamidi, & Gharneh, 2017)
1 What is the role of organizational learning
1 2 3 4 5
2 What is the role of customers learning 1 2 3 4 5
3 What is the role of customers relationship experiences 1 2 3 4 5
4 What is the role of exchange practices 1 2 3 4 5
5 What is the role of collaborative practices 1 2 3 4 5

Brand management (Hamidi, & Gharneh, 2017)
1 Relative to your major competitors, your firm focuses on being the first in the industry to try new methods and technologies 1 2 3 4 5
2 Relative to your major competitors, your firm focuses on Using the latest technology in production 1 2 3 4 5
3 Relative to your major competitors, your firm focuses on Capital investment in new equipment and machinery 1 2 3 4 5
4 Relative to your major competitors, your firm focuses on Being a leader in process innovation 1 2 3 4 5

Section 3: Qualitative Feedback (Pongsakornrungsilp, & Schroeder, 2011)
Open Ended Question 1
What are the roles of consumers and consumer communities within the value co-creation process?
Open Ended Question 2
How do individual consumers engage in the value creation process?
Open Ended Question 2
What role, if any, does double exploitation play in brand communities?

Thank You!

References
ANIŠIĆ, Z., & FORZA, C. (Eds.). (2012). Proceedings of the 6th International Conference on Mass Customization and Personalization in Central. Horizons, 55, 219-229.
ANIŠIĆ, Z., & FORZA, C. (Eds.). (2014). Proceedings of the 8th International Conference on Mass Customization and Personalization–. Management, 23(6).
Hamidi, F., & Gharneh, N. S. (2017). Impact of co-creation on innovation capability and firm performance: a structural equation modeling. AD-minister, (30), 73-90.
Lockwood, T. (2010). Design thinking: Integrating innovation, customer experience, and brand value. Simon and Schuster.
Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of product innovation management, 26(4), 388-406.
Pongsakornrungsilp, S., & Schroeder, J. E. (2011). Understanding value co-creation in a co-consuming brand community. Marketing Theory, 11(3), 303-324.