Impact of Omnichannel on Brand Equity

Abstract

A systematic review was carried out on the production and publication of research papers concerning the study of Omnichannel, Brand Value, and Marketing, during the period between 2017 and 2022 under the PRISMA approach (Preferred Reporting Items for Systematic reviews and Meta-Analyses). The purpose of the analysis proposed in this paper aimed to know the main characteristics of the publications registered in Scopus and the WoS database and their scope in the study of the proposed variables, achieving the identification of 50 publications. Thanks to this first identification, it was possible to refine the results through the keywords entered in the search button of both platforms, which were Omnichannel, Brand Value, and Marketing, reaching a total of 19 documents, already excluding duplicates and those that did not meet the analysis criteria. This analysis is intended to provide the contributions of the scientific community to the study of the impact of omnichannel on the contribution to brand value in companies through the marketing strategies designed to position the company in a competitive market.