Please use this identifier to cite or link to this item: http://hdl.handle.net/123456789/6059
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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