*Karunya University Business School, Karunya University, Karunya Nagar, Coimbatore, India
**Assistant Professor, Karunya University Business School, Karunya University, Karunya Nagar, Coimbatore, India
Online published on 16 September, 2016.
Internet has changed the world of branding. Today brands are no longer linear, but multi dimensional evolving entities. What are its implications for brand equity? Is online brand equity different from offline brand equity? This literature review takes a look at selective studies to understand the dimensions of online brand equity. The review seeks to identify the components of online brand equity and identify gaps in learning so as to widen our knowledge of new branding.
Multi-dimensional, equity, components, branding
