Despite former studies, the findings here indicate a distinct, weak, negative correlation between the perceived quality & Brand equity and the consumer loyalty (traditional marketing).

Although the traditional marketing shows a negative correlation between brand equity and customers loyalty, E-Marketing demonstrates different findings.
Throughout the research, the Internet consumer demonstrates a strong connection between loyalty & brand equity.

The researcher believes those findings indicate that-

Traditional consumer’s loyalty could suffer from high price, accessibility difficulties (lack of product), etc. As a result, the traditional consumer will most likely purchase a competing brand in the event he cannot get the brand he was originally looking for.

The Internet consumer, on the contrary, is exposed simultaneously to a wide range of brands. He is usually looking for relevant information and therefore knows the exact brand he is looking for.
Perceived quality is highly important in order to maintain consumer’s loyalty in the e-commerce environment, and word of mouth is a common marketing tool and is usually referred to as “e- viral marketing “.
The Internet deal procedure is well thought of, and delivering goods to consumers takes time. No immediate purchase option.
Unlike the traditional deal procedure, which is done as a real time deal, and therefore a lack of product (in store / on shelves) can cause consumer change decision (brand choices).
Unlike the Internet consumer, who can look for the desired brand in a different web site.

Therefore, while dealing with online marketing, perceived quality & Brand equity can increases consumer loyalty. However, in apposed to different studies, the researcher found that this does not apply as a strong positive connection in the traditional marketing.