Transforming Brand Equity Through Digital Tools: AI, Big Data, and Cloud Computing in the EU27
(A2025-125747)

AUTHORS

María Eizaguirre Diéguez, ESIC University; Fernando Garcia-Monleon, Esic University; Andrés GÓMEZ, Esic University

ABSTRACT

This study provides a novel framework for understanding how digital tools impact brand equity and globalisation within the EU27. By integrating data from the DESI Visualization Tool, World Bank Open Data, and the Observatory of Economic Complexity, the research constructs a globalisation degree indicator and uses an Ordinary Least Squares (OLS) predictive model to analyse the relationship between these tools and trade intensity, moderated by population size and economic context. Artificial intelligence (AI) emerges as the most significant driver, with cloud computing and big data serving critical enabling roles and social media contributing indirectly. The predictive model explains 49.27% of the variance in globalisation degree, highlighting economic and demographic influences. This research bridges gaps in the literature by linking digitalisation, brand equity, and globalisation, emphasising AI's transformative role and the complementary impacts of cloud computing, big data over social media thus providing a valuable framework for practitioners to reprioritise AI investments over engagement-driven social media models.