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Title: | Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions | Authors: | Lydia Hidayu Lily Suhairi Noor Hasmini Abd Ghani |
Keywords: | Brand;Brand equity;Electronic brand equity | Issue Date: | 2023 | Publisher: | Springer Singapore | Conference: | InCEBT: International Conference on Entrepreneurship, Business and Technology | 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. |
Description: | Others |
URI: | https://link.springer.com/chapter/10.1007/978-981-99-2337-3_18 http://hdl.handle.net/123456789/6059 |
ISBN: | 978-981-99-2337-3 | DOI: | 10.1007/978-981-99-2337-3_18 |
Appears in Collections: | Faculty of Entrepreneurship and Business - Proceedings |
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