RELATIONSHIP BETWEEN NEUROMARKETING AND BRAND POSITIONING OF A COMPANY IN THE RETAIL SECTOR

Cerna K.S.J.; Guerra M.D.P.M.; Ortiz C.P.C. · Universidad y Sociedad (2022)

Resumen

This research was born as a result of understanding what are the real reasons that drive the brand positioning of said store, having as a general objective, determining the relationship between neuromarketing and brand positioning, a correlational research was used as a methodology, using the survey as a technique and the questionnaire as instruments. The results obtained show that, if there is a relationship between neuromarketing and brand positioning, resulting in a direct correlation in the inferential analysis where Spearman’s Rho coefficient is equivalent to 0.770, in case there is a significant relationship between the neuromarketing variable and positioning. branded.

Instituciones: Universidad Privada del Norte