Abstract
This study examines the effects of digital marketing and electronic word-of-mouth (eWOM) on customer-based brand equity, while clarifying the mediating role of brand loyalty in the food and beverage (F&B) industry, based on the Stimulus–Organism–Response (S-O-R) theoretical framework. Data were collected from 299 customers in An Giang Province and analyzed using structural equation modeling. The results indicate that eWOM is a key determinant, exerting positive effects on all dimensions of brand equity. In addition, digital marketing significantly influences perceived quality, brand awareness, and brand associations. Particularly, brand loyalty plays a central mediating role by transforming the effects of eWOM and digital marketing into brand equity. Based on these findings, the study offers managerial implications, recommending that F&B firms prioritize eWOM management and enhance customer experiences to build sustainable brand equity in the context of digital transformation.
Keywords: Gen Z consumers, digital marketing, F&B industry, Vietnam, digital brand equity, eWOM.
JEL classification: M31, L81, L66.
DOI: 10.63767/TCKT.39.2026.61.73
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
