Brand Experience and Consumer Well-being in Digital Environments: Branding Strategies for Shared Value Creation

This research lies at the intersection of brand strategy and consumer behavior in digital experiential contexts, aiming to investigate how brands can pursue their strategic objectives by fully leveraging technological potential while simultaneously protecting and enhancing consumer well-being. By employing mixed (qualitative and quantitative) methodological approaches, the project aims to develop a framework to support the planning of branding strategies in digital environments, exploring the conditions that allow brand goals to be reconciled with the psychological well-being of the consumer.