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The Power of Brand: Unleashing the Impact of Brand Equity on Consumers’ Purchase Intention in Online Food Delivery Apps

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Suthakaran R , Dr. Rhytheema Dulloo
» doi: 10.48047/ecb/2023.12.si6.516


Brand equity reflects the value that a brand brings to a good or service and is expressed in how consumers’ view the brand. The present research attempts to examine this relationship with reference to online food delivery apps after a thorough investigation of the impact of brand equity on consumers’ purchase intentions in the marketing literature. In today’s digital era, online food delivery services have gained immense popularity resulting in intensified competition among the online food delivery apps. Therefore, creating strong brand equity has become essential for the success of these apps. This study argues that customers are more likely to use an online food delivery app if its brand equity is higher.

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