Investigations into Modeling Online Brand Equity

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1.1 Introduction Creating and maintaining the Brand Equity of e-commerce companies is driven by marketing actions. Brand Equity (BE) accumulates over time and is a reflection of the marketing actions. Though there are many models proposed for building Customer-Based Brand Equity in the online context is an under-researched area. Our research investigates the antecedents of online Brand Equity and studies the effect of these on Brand Equity. This Chapter introduces the research context. It also highlights the research gaps and research contributions. The structure of the thesis is presented at the end of this Chapter.

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