Quantifying Brand-Building in Online Advertising - Brand Effectiveness Score: A Novel Framework for Measuring and Optimizing Brand Health in Digital Advertising

The article presents an analysis of the possibilities for quantifying brand-building effectiveness in online advertising and substantiates the concept of the integrated tool Brand Effectiveness Score (BES). The study is based on an interdisciplinary approach that combines theories of digital brand management, models of personalization and advertising informativeness perception, meta-analytical data on creative media, and methods of analyzing user-generated content in social media. Particular attention is paid to comparing the influence of cognitive and affective factors, including the variables “personalization,” “informativeness,” “flow,” and “privacy concern,” as well as the role of the advertising medium and linguistic signals of user content. It is shown that cognitive drivers (informativeness and brand transparency) strengthen positive attitudes, while mediators such as flow and metaphorical media carriers increase the resilience of brand associations and stimulate electronic word-of-mouth. The necessity of including linguistic indicators from social media (e.g., Temporal Topic Variability) as predictors of consumer preference dynamics and loyalty is substantiated. It is revealed that the key condition for successful calibration of Brand Effectiveness Score (BES) is the integration of multi-level signals, while accounting for sample limitations and the risk of publication bias. The article will be useful for specialists in marketing and digital communications, brand management researchers, digital advertising analysts, and practitioners developing systems for monitoring and evaluating the effectiveness of advertising campaigns.