Purpose – The purposes of this paper are to test sources of brand equity for online companies and to examine the role of selective internet marketing activities on the brand equity sources. Design/methodology/approach – These objectives were pursued by testing the nomological validity of the...

Purpose – The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies. Design/methodology/approach – This objective is pursued by: developing a measurement model of brand equity for online businesses; and testing the nomological...