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

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Industry Forward and Technology Transformation in Business and Entrepreneurship (InCEBT 2022)

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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.

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Authors and Affiliations

  1. Universiti Malaysia Kelantan, Kota Bharu, Malaysia

    Lydia Hidayu Lily Suhairi & Noor Hasmini Abdul Ghani

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  1. Lydia Hidayu Lily Suhairi
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  2. Noor Hasmini Abdul Ghani
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Correspondence to Lydia Hidayu Lily Suhairi .

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Editors and Affiliations

  1. Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, Kota Bharu, Kelantan, Malaysia

    Mohd Nor Hakimin Yusoff

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Lily Suhairi, L.H., Abdul Ghani, N.H. (2023). Brand Equity Versus e-Brand Equity: The Evolution of Brand Equity Dimensions. In: Yusoff, M.N.H. (eds) Industry Forward and Technology Transformation in Business and Entrepreneurship. InCEBT 2022. Springer, Singapore. https://doi.org/10.1007/978-981-99-2337-3_18

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