Arora, Neelakshi, Priya Ahuja, Rahul Joshi, and Geetanjali Shrivastava. 2024. “Understanding The Dynamics of Brand Equity Formation: A Pilot Study of Ondoor and Emerging Retail Ventures”. AU Hybrid International Conference 2024 on " Entrepreneurship & Sustainability in the Digital Era" Under the Theme of "People Centric Knowledge in Intelligence World" 4 (1):345-58. http://www.assumptionjournal.au.edu/index.php/icesde/article/view/8061.