Secondary research refers to the studies made by others for their purposes (Blumberg, Cooper and Schinder, 2008). It helps researchers find the contents related to the area of interest and act as a tool to help select appropriate methodologies and reducing research hypothesis. In this case, the empirical studies were reviewed to expand knowledge on the subject area and classify the underpinning keys of brand equity and its link to online environment. It also helped form the research aim and objective and background of the study. This type of data was acquired through published materials such as marketing journals and academic books