Impact of e-commerce and electronic word of mouth on Brand equity in clothing industry

Abstract

The focus of this thesis is to empirically understand how electronic-commerce and electronicword- of-mouth are affecting brand equity of brands in clothing industry. This study attempts to explain how the E-commerce and e-WOM (Positive/Negative) techniques influence the customers & motivate them to make a purchase decision on the basis of the knowledge provided. Thesis also discusses the effect e-commerce & e-WOM, have on customers & how they start making purchases. The methods applied in this research are multiple regression & simple twovariable techniques which are used to predict the impact ofE-Commerce and Electronic Word of Mouth on Brand Equity.