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

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.