E-equity: An Empirical Study on Brand Equity Model of Web Portal

Based on Keller's study on brand equity, this paper proposes a new model to evaluate Web Portal's brand equity - e-equity. Web awareness and Web image are conceptualized in the model as two dimensions of e-equity. Factors affecting these two dimensions are well defined and the relationships between these factors are discussed thoroughly. With data collecting in Chinese Web portals, the model is tested using structural equation model. The results obtained in this study would provide insights for the managers of Chinese Web portals to develop more user-oriented marketing strategies and to gain differential competitive advantages in online environment