Citas bibligráficas
Alcocer, M., (2020). La relación entre el brand equity de Rappi y el nivel socioeconómico de usuarios de aplicativos de delivery de 25 a 35 años de Miraflores y Los Olivos. [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/653719
Alcocer, M., La relación entre el brand equity de Rappi y el nivel socioeconómico de usuarios de aplicativos de delivery de 25 a 35 años de Miraflores y Los Olivos. [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/653719
@misc{renati/1288621,
title = "La relación entre el brand equity de Rappi y el nivel socioeconómico de usuarios de aplicativos de delivery de 25 a 35 años de Miraflores y Los Olivos.",
author = "Alcocer Suazo, Maria Fernanda",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
This research seeks to validate the possible relationship between Rappi's brand equity and the socioeconomic level of users of delivery applications from 25 to 35 years old in Miraflores and Los Olivos. The methodology of the research was of a quantitative nature, carrying out surveys to a representative sample of the study population. This topic is developed through the various models of authors who research and specialize in the valuation of companies according to their brand equity. By analyzing the specific case of Rappi in Miraflores and Los Olivos, it has been able to understand the relationship between the creation of a brand equity and the socio-economic context. This research examines the five levels of brand equity: brand awareness, brand association, brand loyalty, perceived quality and property rights, through the model imposed by David Aacker, the father of the theory, which makes it possible to understand the process of building brand equity and all the exogenous variables that affect this construction.
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