ISSN NO: 0974-4274(PRINT), ISSN NO: 2582-1148(ONLINE)

  • Enlisted in UGC CARE Group - 1

  • Listed in Ulrich's Periodicals Directory

  • Indexed in J-Gate

  • Licensor for EBSCO

  • Listed in Proquest

  • Included in Google Scholar

  • Accessed in DOAJ

Brand Equity: A Study of Food Delivery Apps in Aurangabad with special reference to Zomato & Swiggy

Year 2021
Volume/Issue/Review Month Volume - XIV Issue - I, Jan. - Jun. 2021
Title Brand Equity: A Study of Food Delivery Apps in Aurangabad with special reference to Zomato & Swiggy
Authors Pooja Deshmukh
Broad area Brand Equity: A Study of Food Delivery Apps in Aurangabad with special reference to Zomato & Swiggy
Abstract
 The rise in the competition has ultimately changed the buying habits and purchasing decision making process of the consumers and has put more weight on the brand than any other product feature. This process has not only made the brand one of the most indispensable assets of the company but has also made marketers include strategies to build robust assertive brand equity. Food product awareness, loyalty, and perceived value are acknowledged widely as critical concerns by consumers and even service providers. Brand equity is the value of a brand or a review as the perceived expensive brand has positive brand equity. It can charge more for the products and services than the generic products or other competitors. The research has been conducted to find out the best food app in Aurangabad District, and compared two brands, i.e., Zomoto and Swiggy. The study further focuses on finding the differences between Brand Awareness, Brand Loyalty, and Perceived Values. This paper is also helpful to understand the role of awareness of brand loyalty becomes greater when customers are more aware of a brand.
Description Brand Equity: A Study of Food Delivery Apps in Aurangabad with special reference to Zomato & Swiggy
File
Referenceses
 Aaker, D.A. (1991), Managing Brand Equity; Capitalizing on the Value of a Brand, The Free Press, New York, NY.
Brakus, J.J., Schmitt, B.H. and Zarantonello, L. (2009), “Brand experience: what is it? How is it measured? Does it affect loyalty?” Journal of Marketing, Vol. 73 No. 3, pp. 52-68.
Chaudhuri, A. and Holbrook, M.B. (2001), “The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty”, Journal of Marketing, Vol. 65 No. 2, pp. 81-93.
Keller, K.L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity”, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
Kotler, P. and Armstrong, G. (2010), Principles of Marketing, Pearson Education, Upper Saddle River, NJ.