Abstract
Brand equity building is a key determinant of competitive success for Internet firms; however, research focusing on this issue has been scant. Therefore, this study examines the process of online retailer brand equity formation by proposing a conceptual model based on the effects of brand beliefs and brand love on brand equity. The empirical tests involve structural equation modeling and primary data taken from a survey of 454 customers of an online bookstore. The results demonstrate that a web site’s content, aesthetic appeal, and navigation convenience are important antecedents of brand love, which leads to the formation of online brand equity. The results from this study offer insight into branding strategies online retailers must consider for building unique brand images, while maintaining or enhancing customer brand belief.
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