Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions

Lydia Hidayu Lily Suhairi () and Noor Hasmini Abdul Ghani
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Lydia Hidayu Lily Suhairi: Universiti Malaysia Kelantan
Noor Hasmini Abdul Ghani: Universiti Malaysia Kelantan

A chapter in Industry Forward and Technology Transformation in Business and Entrepreneurship, 2023, pp 199-208 from Springer

Abstract: Abstract The main objective of this paper is to explore the differences between brand equity and e-brand equity in terms of their definitions, dimensions, theories, sources, and importance. This paper also aims to fill the gap by reviewing the previous literature on brand equity and e-brand equity. This paper begins with several definitions, dimensions, and theories to accomplish the above-stated goals. The next section discusses the sources and the importance of brand equity and e-brand equity, followed by conclusions and future research directions.

Keywords: Brand; Brand equity; Electronic brand equity (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-99-2337-3_18

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DOI: 10.1007/978-981-99-2337-3_18

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