In this study, the questionnaire wa

In this study, the questionnaire was distributed online via e-mail and social media. Respondents were invited to follow a link to the online questionnaire. The opening screen explained the purpose of the survey. The questionnaire was developed with the underpinning keys of brand equity drawn from the previous literature reviews and the results from netnography and semi-structure interviews. The respondents, as the Internet and social media users, were asked to complete the questionnaires.