2014
DOI: 10.35609/gjbssr.2014.2.2(9)
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A conceptual study of the formation of online brand equity: The role of online brand trust

Abstract: Objective - This paper is to examine the importance of online brand trust towards the formation of brand equity on top of the factors used by Aaker in Brand Equity's Model. Methodology/Technique – Literature review Findings– Changing environment in the business world is affecting business and the advent of the Internet has also had an enduring effect in the way companies do business. In ensuring the continued survival of a company it becomes imperative that a company develop a loyal customer base. To this ef… Show more

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