Branding and positioning in a higher technical institute of the city of Piura, 2022

Rodriguez A.P.; Cruz J.O.S.; Ferreyros L.F.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023)

Resumen

The aim of this study was to establish the relationship between branding and positioning in a higher education institute of Piura, in a sample of 100 students of the first semester 2022 - I, of the Gastronomy career. The study followed an applied, quantitative, cross-sectional, and correlational methodology. The data obtained were presented in descriptive and inferential tables, and the inferential data analyzed through decision criteria allowed testing the proposed hypotheses. The results of the study revealed a moderate and significant positive relationship between the study variables. From this, it is concluded that all strategies developed to create and build the brand are associated with its positioning.

Instituciones: Universidad Privada del Norte