Contemporary Digital Marketing Practices in Food Chains in Pakistan (Published)
The very research explores the contemporary digital marketing practices in food chains in Pakistan. The research explores how the digital marketing practices opted by leading food chains in Pakistan are impacting the sales of these food chains. The research has also explored that what digital marketing techniques have been deployed by the food chain and how the different online digital medium to be used for effective advertising. The research is quantitative in nature and a detailed survey questionnaire was developed for the collection of the data. Four external variables i.e Brand Image, Brand Feeling, Brand Resonance and Brand Judgement have been taken to see their impact on Customer Experience. Study results show that external variables have an impact on Customer Experience in the digital marketing sphere.
Keywords: Brand Feeling, Brand Image, Brand Judgement and Customer Experience, Brand Resonance, Digital Marketing, Food Chains