August 2023
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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.KeywordsBrandBrand equityElectronic brand equity